ShopClues Oh Bhaisaab' campaign goes viral on social media

ShopClues, India’s first and largest managed marketplace introduced one of the industry’s most innovative and best-in-breed social media campaigns to promote the Sunday Flea Market. In an all-new twist to how most brands approach marketing initiatives, ShopClues first popularised a new character, the now widely loved “Bhai Saab” on social media platforms such as Twitter and Facebook. After the character found widespread fandom and following, ShopClues revealed its association with “Bhai Saab” and also officially announced it as the official mascot of Sunday Flea Market, highly popular sales property of ShopClues.  

The campaign “Oh Bhaisaab” revolves around the endearing figure of Omi Bhaisaab, a middle-aged Indian man who is a Chemistry Teacher in Kanpur. He has a wife and a son whom he adores. He loves watching sports, movies and staying up to date with world news. He is a fan of Amitabh Bachchan and wants to travel to Europe someday. In the midst of his average life, there is only one complication. He has recently started suffering from incessant hiccups every Sunday.

The reason for his hiccups is revealed through the ShopClues TV ad film that shows how shoppers gasp with disbelief when they check out the discounts and deals on the Sunday Flea Market and their natural response is to blurt out “Oh Bhaisaab”. It plays on the popular Indian notion that when someone remembers you, you start hiccupping ceaselessly.

In an interesting and refreshing style, ShopClues first engaged with customers exclusively with Bhai Saab’s Facebook page and Twitter handle and increased the character’s visibility on social media for two weeks. During this time, the company posted interesting content about his day-to-day routine with mentions about the irrepressible hiccups on Sunday. He garnered almost 1,000 followers on Twitter and 6000 likes on Facebook within the first week of the campaign. When ShopClues announced the reason for his hiccups, #OhBhaisaab and #SundayFleaMarket was trending on twitter! 

Speaking on the unique concept, Nitin Agarwal, AVP - Marketing said, “ShopClues has been at the forefront of innovation, in terms of both, styling our sales formats and in our branding initiatives. The “Oh Bhaisaab” campaign is a perfect example of our ahead-of-the-curve approach to engage with consumers in the most powerful of ways. The character of Bhai Saab himself has become a social media phenomenon and has added to the already heightened popularity of our Sunday Flea Market concept.”

The “Oh Bhaisaab” campaign was also a harbinger of the new look for the ShopClues Sunday Flea Market that has become a nationwide sensation. Every Sunday, customers flock to the marketplace to access some of the most offbeat products at unbelievably reduced prices. The revamped look of the property involves colourful tents which act as a reminder of the bright and lively shopping experience you get at a physical Flea Market in the country. ShopClues was the pioneer in India of the flea market concept which is now being followed by many other players in the industry.