Irrfan Khan hums the #AaramKiTune for IndiaMART!!!!

IndiaMART, India’s largest online marketplace rolled out its new brand campaign featuring Irrfan Khan, and driving the core message as ‘Kaam Yahin Banta Hai’. The objective is to create extensive awareness among masses on the wide opportunities that the platform offers to the buyers across the globe, who could easily find sellers across different product categories, by simply logging on to IndiaMART.
For those of you who haven’t had the chance to come across IndiaMART( what are you doing…log on and check out how amazing this website is!!!) , it is India’s largest online marketplace, connecting global buyers with suppliers (small and medium sized businesses). The company offers a platform & tools to over 1.5 million suppliers to generate business leads from over 10 million buyers, who use the platform to find reliable & competitive suppliers.Presently home to more than 15 lac sellers and hosting over 3.5 crore products, IndiaMART has been successfully helping millions of buyers fulfill their needs, whether business or personal.
The simple yet quirky campaign is conceptualized by McCann. Its a 360 degree initiative is set to integrate Print, TV, Radio, Outdoor and a digital mix of social media – Twitter, Facebook and Youtube. It will primarily focuses on the new age buyer, who demands hassle-free buying, either to fulfill his business or personal requirements.
The TVC provides an illustration behind the key communication ‘Kaam Yahin Banta Hai’. It showcases the award winning actor Irrfan Khan as a well informed, smart and new-age employee of a manufacturing house, who is pretty confident that all his key requirements could be fulfilled through IndiaMART effortlessly, whether it involves ordering of fabric, office furniture, buttons used in manufacturing of shirts, or air conditioners, etc. Each time Irrfan needs to order something, he merely plays a tune and accomplishes his task before one may even know, thereby implying that finding the relevant suppliers/ sellers is as quick and easy on IndiaMART as playing your favourite tune. The film signs off with the brand thought “Indiamart.com – Kaam yahn banta hai”.
According to Sumit Bedi, Vice President – Marketing, IndiaMART, “Our brand thought ‘Kaam yahin banta hai’ perfectly captures the essence of IndiaMART and how it has made possible for businesses to get their work done in no time. Irrfan has lent realism to our brand, with his extremely effective style of communicating messages, with which a common man is able to connect.”
Keeping upbeat with the hashtag trend, a massive digital campaign was held around Twitter and Facebook page of IndiaMART earlier in the week, asking people to share their favourite #aaramkitune (tune that relaxes them the most) and enabling IndiaMART create the longest playlist of Aaram ki tunes. The contest was a precursor to the main TVC, where Irrfan Khan plays his aaram ki tune while buying through IndiaMART.
Here’s the TVC
 Doesn’t Irrfan Khan look adorable….and I am definitely putting this “Kaam Yahin Banta Hain” claim to test.