Conceptualised by Happy Creative Services, the campaign comprising four films extends the 'kids as adults' concept and is inspired by the format of debate shows that are popular on news channels nowadays
BestMediaInfo Bureau | Delhi | September 4, 2013
Flipkart.com is out once again with a fresh new campaign titled "India Wants to Know". Conceptualised by Happy Creative Services, the campaign aims to educate consumers about the benefits, ease and convenience of shopping on Flipkart.com. The campaign goes live on TV this week.
The new Flipkart campaign has extended the 'kids as adults' concept and is inspired by the format of debate shows that are popular on news channels nowadays. The concept of a question-and-answer session is cleverly used to address various concerns consumers have about online shopping. The films use the visual look and feel of a news channel screen during a typical debate with an anchor and a bunch of panelists.
The new campaign comprises four films. While the first film gives the consumer an overall idea of the advantage of shopping on Flipkart.com, the other three films are intended to address specific service benefits that the brand offers – such as widest selection of brands, shopping at best prices and easy and free replacement policy.
Ravi Vora, VP – Marketing, Flipkart, commented, “As the largest online shopping destination in India, we have managed to build the confidence of a large number of Indians to shop online. However, this is still very small compared to the number of Indians active online. Most of them are still reluctant to complete the transaction online. Hence this campaign is a continuation of our efforts to make people shop online by talking about benefits like large selection, competitive pricing and customer-friendly policies.”
Kartik Iyer, CEO, Happy Creative Services, said, “As a brand that’s trying to create and grow the e-commerce category, Flipkart will always have to keep educating and recruiting new customers. What needs to be said needs to be said without twisting things around too much. Hence the need for an entertaining format that will make the country sit up and notice. We’re pretty excited as it’s the first time a reflection of media content has been attempted in advertising, in the country."
Iyer added that the campaign will be seen across all GECs since the brand intends to target people who are still apprehensive about online shopping.
Creative Agency: Happy Creative Services
CEO: Kartik Iyer
Chief Creative Officer: Praveen Das
COO: Siddhartha Roy
Creative Director: Naren Kaushik
Creative Controller: Aswin Sridhar
Account Planning: Ravi Bhat
Group Account Director: Ameya Lokhande
Group Account Manager: Ajay Kumar
Production House: Early Man Film
Executive Producer: Anand Menon
Producer: Amarjeet Phukan