Conceptualised by Lowe Lintas Bangalore, Flipkart unveils the latest campaign for its mobile app around the theme 'Iss Mein Hai Kissi Ki Khushi'
BestMediaInfo Bureau | Delhi | December 24, 2014
Click on the image to watch the TVC.
Flipkart has launched its latest campaign titled 'Iss Mein Hai Kissi Ki Khushi'. The campaign, created by Lowe Lintas, shows the couple of stories about how shopping on the Flipkart mobile app can fulfil small wishes instantly.
The first 50-second TVC starts with a young girl shouting on her phone as she has realised that her luggage is lost. She is seen disgusted as she has come for a marriage ceremony and her lahenga, make up box – everything has been lost. A guy overhears her distress call and then he orders lehenga, shoes and jewellery from the Flipkart mobile app so that her problem gets solved easily. He shows the mobile screen to the girl and says he wants to gift her the 'jhumka'. Finally the film ends with showing a strong chemistry between them.
The second TVC starts with young girls dancing to a popular Bollywood song. Then a little girl is seen upset and not participating in the dance. When her cousin asks her why she is upset, the girls says she is upset because she has no red dress. The cousin immediately orders a red dress through the Flipkart shopping app, which instantly brightens up her mood.
Shoumyan Biswas, Senior Director - Marketing, Flipkart, said, “Mobile is the future for e-commerce. We believe that the instant connect and convenience afforded by a mobile experience is unparalleled. Based on our customer feedback on how the mobile app has made life easier for them, we wanted to explore this aspect through our new campaign and create active consideration by seeding a deep emotional bond. For a generation living on the mobile, we are positive that these ads will have an instant connect with them.”
GV Krishnan
GV Krishnan, Executive Director, Lowe Lintas Bangalore, said, "Brand Flipkart means a lot to us and the entire team has put in a tremendous effort to bring this first campaign alive. The campaign dwells on a powerful emotion, the joy of fulfilling someone's wish, and has a universal appeal. Flipkart mobile app allows one to access a range of products anytime, anywhere and 'make any wish' for your near and dear ones come true. I believe this has been brought alive in an engaging manner by the team."
Rajesh Ramaswamy
Rajesh Ramaswamy, Group Creative Director, Lowe Lintas Bangalore, added, “The brief was a great guide for us to arrive at this communication. Creatively, the task was to present the role of the mobile app in everyday life. To arrive at an interesting yet relatable context was our biggest challenge. It is a great fun when observations and insights stemming from our own lives can be used.”
Ramaswamy further said, “People have so many wishes and the brand is making it possible to fulfil those wishes. The app is not limited to any particular group rather it can be used by anyone and everyone. I think this campaign is very relevant for the brand. We have captured the emotional side which represents the life events along with showing how shopping has been made much easier by Flipkart mobile app and this app is actually for the mass. The most interesting part is caring observations of different sensitive situations have been highlighted in the campaign.”
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