Meesho: Reclaiming India’s right to right prices

Meesho, an e-commerce company, increased orders and users of its app in India by championing its consistently low prices.

Campaign details

Brand: MeeshoAgency: DDB Mudra GroupRegion: APAC

Campaign video

Strategy

Objective

Meesho is a brand new player in India's ecommerce category – a category dominated by established players – Amazon & Flipkart - with deep pockets. These established players have designed the service offerings that define the category and coached people on what to expect when engaging with ecommerce. These seasoned players acknowledge and appeal to India's mindset of 'price-consciousness' through the sheen of deals and discounts, baiting India with the promise of upward mobility through access mass-premium products at subsidized prices. Such a...

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