Editorial Team

Procurement fulfills one of the most critical business needs of an organization – yet, no one really knows much about the job of a procurement manager and that it can be fun and exciting. The “Moglix Hai Na” Campaign launched by Moglix wants to showcase a typical day in the life of a procurement manager hiring for their team, with a twist.

Moglix, Asia’s largest and fastest-growing B2B commerce company’s new ad is part of its ongoing #MoglixHaiNa campaign aimed at showcasing the lives of procurement managers across manufacturing organizations and highlighting their burden of daily sourcing responsibilities. The campaign also aims to educate the customer base on the ease and convenience offered by Moglix through its e-commerce platform and technology-driven procurement solutions.

The humorous ad film is staged in the backdrop of a procurement talent hunt. The film has riveting characters that make the whole act a treat to watch. The Protagonist, played by Mishra Ji, a procurement manager at GoodWill Enterprises, is attending a procurement talent hunt organized by his team to select the right talent to source industrial supplies for their organization. The plot of the film is based on challenges faced by the procurement team in sourcing the correct industrial materials for their business.

The light-hearted film begins with the magician opening his act and Salim, team member and acting jury of the Procurement talent hunt, introduces Jadugar Toofan to the protagonist, Mishra Ji, and ensures he can procure any material through magic. In the middle of the act, Mishra Ji looks at him with exasperation when the magician forgets the magic spell and still claims confidently that he can procure everything from a drilling machine to an electric cable. Watch the ad here:

To bring alive the brand’s value proposition and nuances of daily procurement challenges, Mishra Ji showcases the ease of buying on the Moglix app as buyers can choose from 7 lac plus SKUs via the online catalog, and get timely delivery and assured quality of the items. The film closes with the protagonist Mishra ji delivering the brand’s key message, No Chinta, No Fikar, Kyunki Ab #MoglixHaiNa.

Originally launched in Jan 2021, Moglix launched three ads to create brand awareness and establish the positioning of Moglix as India’s largest and fastest-growing B2B Commerce company. It reinforces Moglix as a one-stop-shop for all industrial products and solutions.

Talking about the brand campaign, Pallavi Chelluri, Director – Marketing said, “We wanted to showcase the lives of procurement managers in a fun way, to bring the spotlight on procurement teams who are the backbone of the organization but not recognized or celebrated. The films try to bring to life the quirks of daily work life in a procurement department, a segment that has never before been addressed before.”

Created by Bedlam Studios, an ad agency based in Mumbai, the primary objective of the campaign is to grow awareness among small and large businesses. It targets business owners, procurement professionals and consumers looking for a hassle-free experience to procure all their industrial supply needs.

On the launch, Jigyasa Kishore, Senior Director – Brand, Growth and Excellence at Moglix said, “India operated pretty much without catalogues pre-Moglix. We are ecstatic with the launch of ‘Moglix Hai Na’ digital campaign which catapults Moglix as a brand that is building the catalog for India. We are confident that this campaign will resonate with our brand’s philosophy and further strengthen our position as India ka catalog across India.”

Vinayak Vyas, Creative Head at Bedlam Studios said, “We’re very excited for the launch of this campaign. With these films, we wanted to showcase how excruciatingly difficult the job of procurement can be, with a tone that was funny, quirky and unique for Moglix.”

The campaign has kick-started across digital and OTT platforms. It will continue to run as an always-on digital campaign.

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