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small black coach purse strategy. Even when we explain about an offer, it is written with humour in it. So, for the Indian campaign, too, we followed a similar tone of voice. Humour is the best way to break the clutter. And, you can engage with consumers only when they like you, are entertained and want to converse with you."While the television campaign will continue for four weeks, Groupon has released two animated ads. It will extend the campaign to on ground activities, out of home, digital and social media platforms in the second leg of the campaign, which starts next week."For on ground activities, we plan to focus on airports and Delhi, Mumbai and Bengaluru. In Kolkata, we are also evaluating radio, so that our ads can engage with the consumers in local language," Kapur says.The ads will be uploaded on Groupon's YouTube channel. The campaign aims to target people in the age group of 25 34 years and focuses on 10 major cities (Delhi, Mumbai, Chennai, Kolkata, Hyderabad, Pune, Bengaluru, Jaipur and Ahmedabad).Sohini Dasgupta, ECD, Publicis Ambience, says that while the films are nice individually, they are disconnected. "Humour is the central plank in the campaign. But they are still struggling to belong to one core thought. The 'Street' and 'Travel' TVCs are nice. They have elements of surprise as well as humour. As a person from the audience, I will enjoy these films, as it will bring a smile to my face," she says.Dheeraj Sinha, head, planning, South and Southeast Asia, Grey, believes that while the campaign does a good job of building curiosity about Groupon, the light weight and funny approach