Away from 'kidults', Flipkart takes alternative line of communication with #ChooseYourAge

Flipkart’s latest campaign #ChooseYourAge is a fresh and motivating take on the ‘behave your age’ attitude of the society and is line with its ‘Naye India ke liye’ thought.

The #ChooseYourAge campaign launched for the digital platform is conceptualised by Lowe Lintas Bangalore. Arun Iyer, Chairman and Chief Creative Officer, Lowe Lintas, said, “Flipkart keeps doing these digital campaigns where the thought is ‘Naye India ke liye’. There is a lot of belief in the society that is holding the old people back and Flipkart wishes to unshackle these through its communication. One of the things that we realised is that ‘age appropriateness’ is such a big thing in the society that everyone shares the ‘Umar ka lihaaz karo’ kind of statements and ‘Log kya kahenge’ sentiment. It’s a societal belief that limits them. We came up with this to tell people to do what they want to do and to tell them to choose their age.”

Flipkart has been most closely associated with the kidults who feature in almost all the ads of the brand. Why then, did it try to take an off-route this time around? Merely a few months back, the brand had launched another digital campaign, #PenguinDads, which was also away from the kidults proposition and was well appreciated.

Arun Iyer

Iyer said, “Kid-adults will very much be there. It’s a brand property that is used on the mass platforms like television. When the brands advertise heavily, multiple brand properties need to be built. Take the example of Vodafone; they have different properties, including zoozoos, pug and even the South Indian dancer couple. Right now they are featuring Anand Viswanathan. So, this is one of the lines of communication that Flipkart has taken, which is more to do with progressive India for their digital domain.”

There are no plans, as of now, to put this campaign (even in its shorter form) on TV. Even on digital, there might be other thought-processes for some other campaigns, but this is one stream of thinking.

Through this campaign, the brand intends to celebrate the spirit of New India – an India where people are challenging stereotypes and redefining the status quo. Taking forward the ethos of being a proud partner of progressive India, Flipkart's new digital campaign puts an interesting spin on how we think about age.

Instead of defining age by the number of biological years, the #ChooseYourAge campaign celebrates all those who don’t act their age and instead choose to define it by the number of experiences that bring them real joy.

Shoumyan Biswas

Shoumyan Biswas, Vice-President, Marketing, Flipkart, said, “At Flipkart, we've been both a witness and a partner to India's progress over the last decade. Through our focus on accessibility and affordability, we have stayed true to the ethos of being a technology company; but a technology company with a heart. Through our new campaigns, we want to champion the stories of ‘new India’ – of Indians who are forward thinking and not limited by others' beliefs. The #ChooseYourAge campaign continues our brand's stance and celebrates all those who are challenging age-related stereotypes. Over the next few months, we will continue to tell stories of this new, progressive India and celebrate the true spirit of how our brand is truly ‘Naye India ke saath’.”

The campaign film begins with a famous quote ‘How old would you be if you didn't know how old you are?’, and then unveils nine inspiring stories of people who have defied age-related stereotypes and pursued what brings them real joy.

Iyer said, "I believe this puts the brand in a space where it spontaneously becomes the partner of a progressive India. The challenges or the most fun part was the complexity of shooting across the country. It was more about getting situation that are relatable and people like/enjoy them."

The TVC:

Credits:

Client: Flipkart Internet: Shoumyan Biswas, Kartikeya Bhandari, Apuarv Sethi, Lucky Saini, Smriti Advani and Vaibhav Tripathi

Agency: Lowe Lintas

Creative Team: Arun Iyer, Amar Singh and Akash Das

Account Management Team: Hari Krishnan, Anand Narayan, Parshuram Mendekar, Jayendra Katti and Pooja Sharma

Planning Team: S Subramanyeswar, Kunal Joshi and Ajay Ravindran

Production House: Superfly Films

Director: Kopal Naithani

Producer: Samson Vasave

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