Shop CJ’s first TVC focuses on Trendy Products – Filmed by National Award–Winning Director Pradeep Sarkar

When home-shopping and e-commerce players in the market are offering deals and discount to attract customers, Korea based home-shopping giant, Shop CJ, has taken a different approach. The differentiating strategy is to offer products associated with trendy lifestyle, which aims to improve the lifestyle of people by helping them shop a new trend. As a part of rebranding initiative, the company created its first TV commercial, directed by the national award-winner Pradeep Sarkar. The film conveys company’s new philosophy and brand identity. It shows the name of Star CJ alive being changed to Shop CJ.

Kenny Shin, CEO, Shop CJ, says, “We are trying to change the overall perception of the home–shopping industry. Additionally, the TVC rebranding showcases our aim to bring ultra-trendy, durable, innovative, customer-friendly and cost-effective products to the customers.”

Donald Kwag, head of marketing, says, “The television commercial is to convey company’s new philosophy and the name change. We are pushing it aggressively on social media as well.”

The new brand tagline – ‘shop a new trend’, which is  unveiled in the TV advertisement, signifies company’s product offering that are in synch with customers lifestyle and latest trend. The TVC is featuring real life people sharing their story and proud moment with Shop CJ’s products.

The film is directed by Pradeep Sarkar, who has made his directorial debut with the film Parineeta which earned him the national film award for best Director. He has also directed Mardaani with Rani Mukherji in the leading role that proved to be a hit. Director Pradeep Sarkar says, “Shop CJ had a beautiful vision and a new idea of getting into peoples’ lives, a breadth of fresh air. The objective was not to make it loud, instead wanted to get into people’s minds very subtly, that has made the commercial endearing. It was wonderful making the commercial or rather the story, not the TVC.”

The film is conceptualized by the creative agency Percept H, which is a 50:50 joint venture between India’s Percept and Japan’s Hakuhodo Inc. The 30 and 60-second versions of the commercial will air on various channels of Star Network from May 2015. A full 60 seconds version will be available to view on the YouTube Website.

The name of Star CJ alive has been changed to SHOP CJ. Star phased itself out of the alliance to focus on its core expertise of GEC and Sports offerings. Providence Equity Partners group has replaced Star in the venture.