The e-commerce platform’s new campaign, conceptualized by Lowe Lintas Bangalore, is built on the insight that Indians were still chary of the quality of products sold online
BestMediaInfo Bureau | Mumbai | March 29, 2016
After having talked of its services and offers for a long while, e-commerce major Flipkart, has now chosen reassurance of its services as the theme of its new campaign – ‘Flipkart Matlab Bilkul Pakka’ (Flipkart stands for surety).
The television commercials launched are high on the humour quotient, caricaturizing real life situations to drive home its message. In one film, a doctor and patient discuss shoes and the surety of buying them on Flipkart and in another, an office-goer convinces his boss to buy a gift for his wife on Flipkart, instead of “Guptaji’s” shop.
Flipkart’s earlier advertisements had kids behaving like adults. The brand new campaign on a brand new theme has been conceptualized by Lowe Lintas Bangalore and was launched during the ICC World T20 India 2016 matches.
The campaign theme, that shopping on Flipkart was not just convenient, but assured for quality, has been derived from the insight that online shoppers were not always sure of the quality of the products they bought over the internet. A lot of people do shop online, lured by the price advantage offered, but they are not always sure what they were paying for.
The task on hand, for Flipkart thus, was to get regular and infrequent users to reappraise their perception about the service that Flipkart promised. The campaign had to reassure consumers of the benefits of shopping online, amplifying simultaneously, the service credentials of the portal.
Speaking about the objective behind the new campaign, Shoumyan Biswas, VP, Marketing, Flipkart, said, “We are seeing great traction with our consumers on the back of pioneering selection, service and pricing. While the start has been great, we feel the journey has only just begun especially when the majority of the country is yet to experience online shopping. In such a scenario, we believe that as market leaders it is our responsibility to develop the market and help onboard the next few million.”
The insight is based on an extensive activity the company had initiated across multiple cities and different target segments of potential shoppers. “It was interesting to see that while there were some nuances in terms of the reservations towards shopping online,” Biswas went on to say, “the overarching challenges that cut across cities and target segments, could be distilled down to two key points - reassurance that they (consumers) will get original products and the ability to return products with ease if needed which will help build trust.”
The campaign tagline, ‘Flipkart Matlab Bilkul Pakka’ was born out of that insight. The company has planned an extensive campaign spread across multiple media. The campaign was launched on prime spots on television. The campaign includes integration and sponsorships on key properties across genres like the ICC T20 World Cup on Star Sports, the ‘Sa-re-ga-ma-pa’ show on Zee TV, along with other key regional, youth and niche genre sponsorships. Over the next few weeks, the campaign will be expanded onto other platforms including social, digital and outdoor, reaching out to national metros and regional markets.
The campaign comprises a series of two films, that drive home the notion that products sold on Flipkart were of genuine quality. In the first film titled ‘Easy Exchange & Returns’, a boss, who does not believe in online shopping, is urging his employee to buy a gift from a local retail store for his (the boss’s) wife. The employee tries to convince his boss to buy the gift on Flipkart. The boss prefers “Guptaji ke dukaan”, where he may be able to return the gift if necessary. His underling convinces him that he would be able to do so on Flipkart too. When his boss still seems reluctant to try the online shopping platform, the employee bets on his annual appraisal – to reiterate his faith in Flipkart.
In the second film, titled ‘100% Original Products’, a doctor compliments his patient on his choice of shoes and expresses a desire to buy a similar pair. The patient shows him a range of shoes on the Flipkart App, but the doctor is skeptical of buying online, unsure of the genuineness of the product displayed. Unable to convince him that Flipkart offered assured return of goods sold, the patient then promises the doctor to opt for an injection on his next visit.
Arun Iyer, Chief Creative Officer, Lowe Lintas, said, “We wanted to get an entertaining creative expression which has the core cultural insight of our consumers ingrained in it. Through this, we have been able to answer the most primary and oft repeated service related question, ‘Pakka na?’ This campaign has been crafted with an attempt to connect to our consumers through instances which depict doubts which a lot of our prospective consumers have before shopping online. Hopefully through this campaign, we would have answered their questions and relieved them off their doubts regarding online shopping.”
Rajesh Ramaswamy, ECD, Lowe Lintas Bangalore, said, “In today’s times of crazy clutter, we wanted to take an approach where we are sharp and to the point. The challenge was to still make it entertaining. So, this treatment of back and forth, set to a soundtrack of a TT match, really stood out, and added to the humour in the end. And yes, we also got characters we’ve always loved but never see in ads, like Amol Palekar and Rajesh Sharma. It is always inspiring to work with Abhinay Deo, and we believe we have something really clutter breaking and enjoyable.”
The treatment for the films is like a game of ping pong and the conversations flow in that pattern, in which each character ‘serves’ a response. The music too is interspersed between pauses and silent moments of the film, to highlight the desired message. The films have been shot by Ramesh Deo Productions and will play on prominent offline and online mediums, in keeping with the outreach plans.
Team at Flipkart: Samardeep Subandh, Shoumyan Biswas, Kartikeya Bhandari, Kunal Dubey, Swimmi Singh
Agency: Lowe Lintas Bangalore
Creative: Arun Iyer, Rajesh Ramaswamy, Ujjwal Kabra, Nischal Thapa, Adarsh Atal
Account Management: G. V. Krishnan, Anand Narayan, Sushant Sadamate, Harish Shetty, Ketaki Joshi, Pooja Sharma
Planning: S. Subramanyeswar, Rahul Bandi
Production: Ramesh Deo Productions
Director: Abhinay Deo