Flipkart has launched a TV campaign to promote its mobile app . The campaign comprising multiple films started airing on 28 April, and was the result of a collaboration between Chapter Five and former Grey co-NCD Amit Akali's new shop (details of which are to be announced next week).
One of the films features a girl on a shopping spree in an auto rickshaw frantically directing the driver across Delhi, guided by a map on her phone. The vehicle is filled with her goods while the visibly annoyed driver tries to follow instructions from the shopaholic. As she makes him stop outside yet another shop, she asks him to wait for a couple of minutes. He begins to protest, noting that she has made him go from one shop to another for the last two hours. While she pleads that this will be the last stop, he notices the phone in her hand. He asks her if it is a smartphone. When she says yes, he asks her if it has the Flipkart app. An epiphanic moment follows. She drops one of her bags as she realises the error of her ways. The film ends with the message 'Apne smartphone ko banao smarter' (Make your smartphone smarter).
Another film is set in the night and features two men in a car that's broken down. One of them is frustrated by the time taken for the mechanic to set things right. His companion on the wheel is far more positive, and says he's looking forward to the lazy Sunday the next day. His mood shifts drastically after a call from his partner Bhavika. She goes on to rapidly dish out a list of things to buy the next day, among which are a collar for their dog and socks for the kid. The mechanic delivers the 'Download the Flipkart app on your smartphone' message in this film.
Shoumyan Biswas, senior director, marketing , Flipkart said, “The concept of 'Apne smartphone ko banao smarter' came about from the observation that mobile phones are fueling habit and lifestyle adoption, allowing people do so much more with their phones than what they earlier could. Today, almost everyone understands the benefits of a smartphone, but the dependence on apps is much lower. This campaign uses this insight and talks about how much better your smartphone, and your life, can become if it had Flipkart’s shopping app installed.”
He added that besides the TV films and OOH spread, the campaign will feature digital-only films targeted at those viewing videos only on their smartphones. "We also have native advertising within the apps, a mobile controlled game, contextual advertising across interesting locations, some interesting user generated content and a whole lot more.
Prateek Srivastava, Sunita Kiran Murthi, directors of Chapter Five, explained that ordinary people were chosen as spokespersons to showcase the universal nature of the Flipkart app, while emphasising that downloading the app is the most obvious thing to do.
Shoumyan Biswas, senior director, marketing , Flipkart said, “The concept of 'Apne smartphone ko banao smarter' came about from the observation that mobile phones are fueling habit and lifestyle adoption, allowing people do so much more with their phones than what they earlier could. Today, almost everyone understands the benefits of a smartphone, but the dependence on apps is much lower. This campaign uses this insight and talks about how much better your smartphone, and your life, can become if it had Flipkart’s shopping app installed.”
He added that besides the TV films and OOH spread, the campaign will feature digital-only films targeted at those viewing videos only on their smartphones. "We also have native advertising within the apps, a mobile controlled game, contextual advertising across interesting locations, some interesting user generated content and a whole lot more.
Prateek Srivastava and Sunita Kiran Murthi, directors, Chapter Five, explained that ordinary people were chosen as spokespersons to showcase the universal nature of the Flipkart app, while emphasising that downloading the app is the most obvious thing to do.
Amit Akali said, "We wanted to keep the films very real and show situations that any consumer would relate to. One example is a lady making her auto wait as she stops. But with a twist at the end that brings alive the Flipkart app as the most obvious solution, thus the music was specifically created to highlight this twist."
Credits
Client: Flipkart
Senior director, marketing: Shoumyan Biswas
Creative agency: Chapter Five (in collaboration with Amit Akali's new shop)
Directors: Prateek Srivastava, Sunita Kiran Murthi,
Production house: Chrome Pictures
Director (films): Hemant Bhandhari
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