Flipkart has announced the launch of ‘Entertainer No. 1’ - a stay-at-home reality show under the Flipkart Originals umbrella.
To promote the show, the brand has introduced a TV and digital campaign featuring Varun Dhawan.
Conceptualised by Marching Ants, the promo asks the country to participate in this show. In the film, Dhawan is seen using everyday essentials as props, as he looks to entertain. It was filmed on a smartphone by the actor at his home.
Vikas Gupta, head - customer marketing and digital businesses, Flipkart, said, “At a time when the nation is spending all their time indoors, we found an interesting opportunity to use entertainment and cheer up India in a special way. Through Entertainer No 1, we are bringing a unique stay-at-home reality show to our audience, that provides budding entertainers a platform to stay connected during this difficult time. What sets this show and its marketing campaign apart, is the way it has been conceptualised and brought to life, entirely from home.”
Joy Ghoshal, co-founder, Marching Ants, said, “This has truly been a paradigm shift in ad film making. We always had the notion that work from home was not too productive and here we were creating and bringing to life an entire show along with creating and releasing communication for it, from home. I would like to believe this is unprecedented. And I feel truly exhilarated that we could achieve this task in a never seen, never done before manner. This is history of sorts where we created India’s first digital reality show without stepping out of our homes. Every step of the creation was exciting, challenging and digital in it’s true sense.”
Creative agency: Marching Ants
Lead - digital solutions: Dhiraj Kapur
Creative producer: Aditya Satarkar
Creative director: Gaurav Mehra
Senior copywriter: Sushant Shukla
Post supervisor: Adrija Bhattacharya
Post producer: Deepshikha Nandini
Post supervisor: Bhavin Bhanushali
Senior editor: Ganesh Mene
Graphic Artist: Mohit Joshi