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‘Thumb mein hai dum’, says Flipkart’s new campaign

The ‘Do Thumbthing’ campaign gives a creative twist to the e-commerce player’s mobile app, focusing on the shopper’s thumb as the central character

BestMediaInfo Bureau | Mumbai | February 9, 2015

Thumb-mein-hai-dum Click on the image to watch the TVC.

Flipkart’s latest campaign – ‘Do Thumbthing’ – gives a creative twist to the e-commerce player’s mobile app, focusing on the shopper’s thumb as the central character. The ad has been created by Glitch Media.

The humorous campaign, which went live last week, conveys the ease of mobile shopping and how a delightful experience is literally at the tip of one’s thumb. It brings alive the fact that shopping is more fun when it can be done from anywhere and at a time that a shopper wants – be it from home, at the gym, at a party.

Commenting on the launch of this campaign, Mausam Bhatt, Senior Director – Mobile Marketing, Flipkart, said, “With the ‘Do Thumbthing’ campaign, our focus is to make the Flipkart mobile app the medium of choice when it comes to shopping online. The various elements of this campaign – videos, games, contests, special app offers – will help us generate buzz about the Flipkart Mobile App amongst the younger audience. We are confident that this digital campaign with its fresh approach will establish an instant connect with the new generation of customers, and encourage them to experience online shopping the mobile way.”

Rohit Raj, Right Brain, The Glitch, added here, “The story goes that while brainstorming for the campaign, somebody cracked a joke on how all we needed was the thumb to take control of the world. And since the thumb is what you use the most when you are on the app, this joke also became the insight, which led to the ‘Do Thumbthing’ bit. One thumb that lets you do everything you want. Do ‘thumbthing’ ‘thumbthing’ ‘thumbthing’ happy.”

With more and more Indians, both in metros and non-metros, accessing the Internet through mobile, this digital marketing campaign attempts to engage with newer customers through fun, quirky content, social media contests and merchandise.

Today, well over 70 per cent of the traffic to Flipkart comes via the mobile app, and majority of these shoppers – most of who are first time customers – are from Tier II and III cities. With increase in Internet penetration, adoption of smartphones and lower data costs, smaller cities are more active online than ever, which shows that m-commerce is poised to grow tremendously in the next 6-12 months.

The TVC:



Creative Agency: Glitch Media

Creative Team: Soham Sengupta, Sarthak Ghose, Alok Kamath, Viraj Nemlekar, Rohit Raj, Augustyanag Jadhav, Adarsh Munjal

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