The market today is inundated with all kinds of apps that claim to make people’s life easier and simpler. Among them is the Indian classified advertising platform Quikr’s services app that was recently relaunched under a new name, QuikrEasy, alongside a new campaign — conceptualised by Mullen Lintas Bangalore — that focuses on the procrastination tendencies of today’s working generation that is forever pressed for time .
The campaign, with three short, easy and digestable ad films, highlights how important tasks are often postponed on account of other priorities. Procrastination is something everyone identifies with. And with that as the central theme, the campaign tries to connect with the audience, create brand recall and stand out among a number of service provider apps. The target audience is customers from urban households who are seeking assistance to smoothly manage their everyday household— and lifestyle-related chores.
Commenting on the QuikrEasy campaign, Vineet Sehgal, chief marketing officer of Quikr says, “We often find the task of identifying, evaluating and then engaging with service providers cumbersome and end up delaying on the task that can make life better. QuikrEasy symbolises the simplest and convenient way to manage small or big tasks in the easiest possible way.”
While the first two ads are a funny take on how the natural choice of urban professionals pressed for time and tired of chasing carpenters and electricians, is to procrastinate; the third film of the campaign puts a special focus on the beauty services offered on the app called AtHomeDiva. It highlights the solution to the challenge that urban females face while juggling between work, home and social responsibilities. This film shows the ease of indulging in a wide variety of high-quality beauty services at the comfort of your home.
Explaining the concept behind the campaign, Shriram Iyer, national creative director at Mullen Lintas, says, “Most of the times it’s the simplest of jobs that overwhelm us. Be it doing repairs, getting the house painted, or for women even getting a simple wax. It was this insight of what happens when the smallest chores hold us down and how with QuikrEasy’s convenience and speed everything can get resolved in a jiffy that informed our campaign.”