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Flipkart creates a fashion fantasy

Shopping portal launches new campaign, created by Happy Creative Services, to showcase its fashion store

Sohini Sen | Mumbai | May 5, 2014

Flipkart-TVC Click on the image to watch the TVC.

Flipkart’s newest campaign focuses on their fashion store range. Moving away from their recent ‘Shop from Anywhere’ campaign, this one looks to popularise the apparel sections on offer on the online shopping portal.

Created by Happy Creative Services, the campaign is pegged on the theme ‘Your fashion fantasy comes true’ and shows off the revamped fashion store on Flipkart. It tries to showcase the huge range of over 1,500 brands available with Flipkart for the youth, especially the IPL audience. The campaign is a part of Flipkart’s new fashion roadmap. A completely revamped lifestyle section on the site – with a visually-rich browsing experience and classy theme stores – are all part of the new Flipkart Fashion experience.

Kartik Iyer, CEO, Happy Creative Services, said, “Everybody buys fashion with a fantasy in mind. It’s really funny because most people who buy outdoor gear don't really do anything in the outdoor. It’s a style statement that gives that feeling, without actually putting themselves out there. In fact, most brands fashion themselves to appeal to this need. We just decided to play up the insight and have fun with it in Flipkart style.”

The campaign consists of three TVCs highlighting three different collections: sportswear, beachwear and casuals.

The first TVC shows a boy entering a gym where he is instantly checked out by a girl. He makes the other men, bodybuilders and the macho type, jealous of his popularity. The scene changes to that of a roadside hip-hop meet. He charms the girls out there with his dance moves and cool clothes. It further changes to a tennis court where he is asked by a pretty young girl to sign her tennis ball. The very next scene shows us that he has been imagining these situations all along. And he is left holding the Flipkart delivery package at his door.

The second TVC shows a boy riding his bike to the beach in shorts and tee. He is hit on by girls. He moves on to the club house dressed in smart day-club wear and is an instant hit with the servers. At the poolside, in another attire, he is surrounded by women who all vie for his attention. He is quickly woken up from his daydream by a rude colleague and is seen holding his new clothes which have just arrived from Flipkart. All the TVCs end with the voiceover introducing the fashion store and all its brands. It calls out Flipkart as the place where ‘Fashion Dreams Come True’.

“Flipkart, with its exhaustive collection of clothing and accessories of every kind, with exclusive Men's and Women's stores, has now become the go-to destination for all things fashion. Couple that with a revamped design aesthetic, and you have the richest, most fulfilling fashion shopping experience online, and that is what we wanted the campaign to establish, in no uncertain terms,” explained Praveen Das, Chief Creative Officer, Happy Creative Services.

Ravi Vora, VP - Marketing, Flipkart, commented, “People buy the latest trends in fashion as they believe that the new clothes/accessories will make them look cooler. Our new fashion campaign, along with the brand new look and feel of the fashion store, has been created keeping this insight in mind. We want to help our consumer increase their fashion quotient , focusing on the latest trends and showcasing must-have styles and an extensive selection at the all new ‘Flipkart Fashion Store’.”

The TVCs:

[youtube]http://www.youtube.com/watch?v=PmkqCxNrTFQ[/youtube]

[youtube]https://www.youtube.com/watch?v=DPxndn-OIBo[/youtube]

Credits:

Creative Agency: Happy Creative Services

CEO: Kartik Iyer

Chief Creative Officer: Praveen Das

COO: Siddhartha Roy

Creative Director: Naren Kaushik

Creative Controller: Aswin Sridhar

Copy Group Head: Megha Ramesh

Account Planning: Ravi Bhat

Group Account Director: Ameya Lokhande

Production House: Asylum Films

Director: Razneesh Ghai

Executive Producer: Anju Vaswani

Associate Producer: Bhavna Singh

Sohini.Sen@bestmediainfo.com

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