Redefining the concept of value with Meesho
As a new ecommerce player in a market dominated by established names with deep pockets, Meesho had a BAHG. Its ambition was to redefine the e-commerce category by establishing the promise of ‘lowest prices’ without frills. To create equity and trust amongst first-time online shoppers, our work focused on empowering mass India by bringing the convenience of online shopping to them and redefining the concept of value.
This involved connecting India directly to its small sellers, eliminating middlemen and ensuring low prices as a daily right. Meesho allowed people to pursue their wants and desires without compromising.
This successful strategy challenged the status quo forcing other players to pivot and bring in mass-India. Additionally, the brand bolstered small and medium businesses and celebrated the entrepreneurial spirit of women, providing them with opportunities to establish their identities through their own businesses.
Meesho believes in #NoBiasInBusiness
When we think of a businesswoman, we think of only one image, that of a corporate high-flyer. Reality is that there are millions of women running successful businesses, across the breadth and width of the country, many of whom do not fall under the stereotypical image of a businesswoman.
Meesho’s partnership with central and state governments is empowering self-help groups which shows that there is #NoBiasInBusiness. It has proudly brought 150k women-led businesses online.
‘Loon Ya Na Loon?’
The ‘Loon Ya Na Loon?’ (Should I buy or not?) campaign, aptly brought to life the everyday struggle of budgetary pressure that makes one let go of wants in lieu of essential needs.
The films showcase the protagonist’s journey from contemplation to a no-compromise shopping experience on Meesho, thanks to their true low prices.