Conceptualised by Happy, the new TVC to mark the brand's foray into lifestyle category continues with the kids theme and the humorous storyline
BestMediaInfo Bureau | Delhi | May 3, 2013
Flipkart.com has recently made a foray into the fashion and lifestyle category. While the category has gone live for a couple of months now, the brand officially launched its new offering with a campaign titled 'Fashion Has a New Address'.
In true Flipkart fashion, the campaign, conceptualised by Happy Advertising, continues with the kids theme, though for the first time it focuses exclusively on a category. In a first amongst e-commerce brands, the campaign was first released as a teaser last week on TV and social media channels. It ended with the message 'Fashion has a new address'. There was no mention of the brand or the logo.
A contest was also conducted on Facebook from an anonymous page announcing daily prizes for people who could guess which brand was behind the advertising. The idea was to not only drum up interest in the campaign, but to also get an idea of how strong the association is between the campaigns and the brand in the mind of the customers.
“Flipkart is the largest e-commerce platform in the country today. While we have already established our leadership in categories like books and consumer electronics, we are aware that we are a late entrant in the fashion and lifestyle space. Our aim is to build a leadership position in this category as well. There are challenges given the different nature of this vertical. But the trust and superior service credentials we have built in the minds of customers should be able to help us bridge that gap quickly once they become comfortable with the idea of shopping for lifestyle products on Flipkart.com,” said Ravi Vora, Senior VP – Marketing, Flipkart.com.
Ankit Nagori, VP – Retail (Lifestyle) for Flipkart.com, commented, “Flipkart as a brand has built a strong association with kids in its earlier campaigns. We wanted to take that idea and its familiarity forward to get our customers comfortable with the idea of shopping for lifestyle products on Flipkart. This campaign stresses the fact that we are a serious player in the fashion space with the largest collection of branded merchandise in one place. Given that the online shopping experience in the lifestyle space tends to be extremely different from other categories, there will be a number of initiatives/changes that we will be working on in the near future.”
Among the major changes are the look and feel of the website that has undergone changes to make it more visually appealing; launch of brand stores where customers can shop directly for their favourite brands; and increasing the number of brands available. Flipkart.com already has the largest number of brands/labels amongst all online lifestyle stores – with 350+ brands across clothing and footwear.
"Unlike Flipkart's previous advertising, here's a campaign specifically focused on the launch of a new category. We knew it had to be fun and typically Flipkart in its manner and approach. The creative idea was born out of a simple observation – that when it comes to fashion, people don't like to wait to wear what they have bought. This sometimes leads to situations where you tend to ignore or forget that there might be a dress code you are expected to follow – and there is a certain humour in that. The use of children is more from a brand identity perspective, not to mention they make the commercials all the more interesting," said Kartik Iyer, CEO & Co-Founder of Happy.
The social media campaign did extremely well. It saw close to 3,000 people participating in the contest over three days. In a win for the brand, majority of the answers in the social media contest unanimously picked Flipkart campaigns for their characteristic humour and use of kids.
The fashion campaign will also go live on print, outdoor, social and digital mediums besides TV channels.
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