MUMBAI: Lookup, the free chat-based local commerce app has launched its innovative new campaign called ‘Ab Chat Se Karo Kuch Kaam Ki Baat’ which makes use of chat-based emojis for the first time in India. The outdoor advertisements of Lookup quirkily leverage the universal appeal of popular chat-based emoticons to convey the simple message that no matter what you need, you can order it within minutes on chat. ‘Ab Chat Se Karo Kuch Kaam Ki Baat’ has been conceptualised by Happy Creative Services which also handles the advertising mandate for other e-commerce giants such as Flipkart and Ola Cabs. The media agency for this campaign was MEC Global, which is a part of GroupM, one of the largest media house, with domestic and international clients such as Vodafone, Netflix, Paramount Pictures, Marriott, Chanel, GE, Visa, Xerox, Colgate-Palmolive, Chevron, Beiersdorf, Tiffany and Michelin.

The OOH advertising posters of the campaign play on the popular connect that chat-based emojis have with the smartphone generation. They have used the symbol for eggplant, for instance, to signify groceries, while the mobile phone emoji is used to subtly hint at consumer electronics. The campaign also encompasses radio spots which establish the convenience of chat-based commerce through endearing conversations between a mother and her son.

Speaking in the campaign, Lookup Founder & CEO, Deepak Ravindran says, “Our mission behind the campaign is to drive home the point that using chat to fulfil your daily needs is the easiest and quickest way to get things done today. The combination of a radio spot that targets household parents and the use of emojis to connect with their influencers, i.e over-20 kids who live with them, will help us reach out to all demographics and enhance their awareness about the convenience that chat-based local commerce can add to their lives.”

Happy Creative Services (India) CoFounder, CEO, Kartik Iyer said, “We were very excited to use the charm of emojis in an advertising campaign and we are glad that Lookup gave us the opportunity to launch one of these scales. Emoticons have a special place as far as chat goes and users love to use them to express emotions better. That’s why we decided to employ them to enhance the appeal of our outdoor ads and invite more and more people to better understand the power of chat.”

Similarly, the radio ads by Lookup give us a peek into the loving repartee between a mother and son in different shopping scenarios where Lookup comes in handy. The radio spots are a light take on how the mother no longer needs to rely solely on her son for last minute grocery buying or other needs as Lookup can fit right in and help her meet all her requirements in a jiffy. The radio and outdoor ads come together to underline that chat is all one needs for an entire spectrum of daily and one-time critical transactions.