'If it's trendy, it's on Flipkart', says new campaign styled by Lowe Lintas

Aiming to establish itself as an ultimate destination for trendy and affordable fashion, Flipkart recently launched a witty, multi-film campaign featuring children. The new ad is a step up from the brand's 'Be Trendy. Always.' campaign last year.

‘Fashion shoppers’ can be broadly classified into brand lovers, celebrity trends followers, budget seekers, unique/exclusive selection seekers and fashion advice seekers. These different types of fashion shoppers are the cornerstone of this year’s fashion campaign.

Like always, kids – a signature and endearing portrayal in every Flipkart communication – are shown in unusual yet real-life settings where fashion gets spoken about: in temples, courtrooms, tailor shop, etc.

Conceptualised and executed by Lowe Lintas Bangalore, this is one of Flipkart’s prime campaigns. In contrast to last year’s campaign that promoted Flipkart as an accessible and affordable everyday trends destination, this year the brand has moved a step forward to establish itself as an ultimate destination for every kind of fashion shopper.

Shoumyan Biswas

Explaining the business rationale behind the campaign, Shoumyan Biswas, Vice-President, Brand Marketing, Flipkart, said, “Flipkart is the leader for fashion in the e-commerce space and our vision is to be India’s most preferred destination for trendy and affordable fashion. We have worked on this vision for past one year and delivered campaigns like ‘If it’s trendy, it’s on Flipkart’ and ‘Be trendy. Always.’, which has given us phenomenal business results. On the back of deep consumer research, we understood that every fashion shopper has a different method to get what they want from fashion. Being relevant to every kind of fashion shopper, Flipkart can be the best place for everyone to look their best. Our new campaign ‘The best way to look your best’ is centred around this insight and brings alive different fashion shopper archetypes in a fun and interesting manner.”

Rajesh Ramaswamy

Highlighting the campaign thought, Rajesh Ramaswamy, Executive Director, Lowe Lintas, said, “Not everyone has the same fashion needs. Some people look for exclusive stuff. Others look for the latest trends. Or the biggest brands. And so on. Working off this insight, we decided to position Flipkart as the perfect ‘hack’ for every kind of fashion shopper. Across five films, we showcased how Flipkart had everything anyone could ask for in the world of fashion, making it the perfect fashion destination for everyone.”

The films can be viewed here:

Credits:

Creative:

Chairman & Chief Creative Officer: Arun Iyer

Executive Director: Rajesh Ramaswamy

Executive Creative Director: Ujjwal Kabra

Unit Creative Director: Kishore Mohandas

Unit Creative Director: Nischal Thapa

Creative Director: Arpan Bhattacharyya

Creative, Art: Tanushree K

Account Management:

President: Hari Krishnan

Senior Vice-President: Anand Narayan

Senior Brand Services Director: Parshuram Mendekar

Senior Brand Services Manager: Jayendra Katti

Brand Services Manager: Ketaki Joshi

Account Planning:

Executive Director: Kunal Joshi

Associate Vice-President: Ajay Ravindran

Production house: Coconut Films

Director: Shekhar Kamble

Producer: Nupur Guha

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