Udaan: Giving wings to small and medium scale businesses in India

Rasika Fernandes, Sai Karthik

Online platform Udaan created a multimedia campaign, backed by on-ground activity, to promote the value of its online marketplace app to India's neighbourhood retailers.

Campaign details

Brand: UdaanBrand owner: Hiveloop Technology Pvt. Ltd.Lead agency: McCann Worldgroup IndiaContributing agency: GroupMMarket: IndiaIndustries: Online retailMedia channels: Mobile & apps, Online video, Print - General, unspecified, Social media, TelevisionBudget: 10 - 20 million

Executive summary

India's $1tn retail market is largely unorganised, with 90% of transactions taking place via small to medium mom-and-pop stores. These 50m or so SMBs (small and medium-scale businesses), selling fashion, kitchenware, footwear and mobile accessories from 300-600 square-foot shops, still operate the old-fashioned way.

They shut shop for...

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