Flipkart first started using kids-as-adults (kidults) in the early stages of e-commerce in India in an effort to communicate that buying online is as easy as child’s play. The concept was introduced in 2016 to achieve recognition and cut through the communication clutter. In the past three years, the kidults have featured in many memorable Flipkart stories across categories.
Over the years, the kidults have become characters young and old across ethnicities, professions and gender. So much so, their world is now a relatable, real world.
And when Flipkart decided to rope in celebrities for Flipkart Fashion, it was only natural that the stars enter the kidults world.
Shoumyan Biswas, Head of Marketing, Flipkart, said, “Flipkart Kidults have become ubiquitous in today's world. From the miniature world that we created in 2012, the kidults have now entered every sphere of our lives. From being in an airport to jungle safaris, from grihapravesh to being in army units, and from encountering police stations to north Indian dhabas, the kidults have seen it all. This new phase of the timeless journey brings stories of amazement and awe as the kidults now run into some of the biggest fashion icons in our industry. And as they effortlessly migrate around everything that adults experience, the kidults, in this latest ‘celeb struck’ avatar, create yet another memorable visual spectacle for all of us to savour. Bollywood celebrities are one of the leading inspirations for fashion in our country. Hence, it was natural to associate with two fashion icons of Bollywood – Ranbir Kapoor and Shraddha Kapoor and bring them to the world of kidults to introduce – India ka Fashion Capital.”
Arun Iyer, Chairman and Chief Creative Officer, Lowe Lintas, said, “Creating the kidult world is very technical with sets constructed proportionate to the size of the kids. This time we were introducing real-life adults in the kidult world, so the bars of technicalities were raised 10 notches higher. To be completely sure of what Flipkart was aiming for, we even conducted a mock shoot before the actual shoot. The shoot was not easy, and the post-production was even more challenging. Resizing the celebrities and placing them flawlessly with the kidults was quite a task. The kids were casted keeping in mind the heights of our stars. Both Ranbir and Shraddha were shot against Chroma, talking to actors in Chroma suits and dancing at the exact mark where their kid double danced. It is quite commendable to pull off a shoot where one had to be wary of the camera angles, positioning of the actors, the set, props, etc. With a CG team sitting in Singapore, Flipkart did not compromise on getting the best talent to work on post-production. After working on the campaign for almost a month and a half, we finally rolled out the mega campaign for Flipkart Fashion.”
The campaign is live across digital, television, print and outdoor media.
Flipkart Internet Pvt. Ltd.:
CMO, Brand Marketing: Shoumyan Biswas
Sr. Director, Brand Marketing: Kartikeya Bhandari
Associate Director, Brand Marketing: Sushanth Ravikumar
Senior Manager, Brand Marketing: Vishwajeet Sinha
Chairman & CCO: Arun Iyer
Executive Director: Rajesh Ramaswamy
Group Creative Director: Ujjwal Kabra
Unit Creative Director: Adarsh Atal
Unit Creative Director, Art: Nischal Thapa
Associate Creative Director, Art: Praveen Sekar
Creative Copy: Rangaprasad Muraleedharan
President, Lowe South:Hari Krishnan
Senior Vice-President: Anand Narayan
Associate Vice President: Parshuram Mendekar
Brand Services Director: Jayendra Katti
Senior Brand Services Manager: Pooja Sharma
National Planning Director: S. Subramanyeswar
Executive director Planning: Kunal Joshi
AVP Planning: Ajay Ravindran
Coconut films: Nupur Guha, Tushar Raut and Shekhar Kamble (Director)