Flipkart redefines age with #ChooseYourAge in its latest digital campaign by Lowe Lintas
The campaign claims to be celebrating the spirit of New India – an India where people are challenging stereotypes and redefining the status quo. This new digital campaign puts an interesting spin on how we think about age.
Conceived by Lowe Lintas Bangalore, Flipkart, in the ad, challenges the inherent notion of what one can or cannot do at a certain age. Very often, we deny ourselves opportunities and experiences because we are afraid of being judged by others.
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, vice president, marketing, Flipkart says, “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 with a heart."
He adds that the #ChooseYourAge campaign continues Flipkart's stance and celebrates all those who are challenging age-related stereotypes.
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.
Arun Iyer, chairman and CCO, Lowe Lintas says, "Counting the biological years to tell our age is known to all of us. In complete antithesis, this campaign counts the number of experiences we've had or the times when we have really lived. The film celebrates living life, rightly showcasing that age doesn’t need to define what one can do, learn, wear, feel or achieve. I believe this puts the brand in a space where it spontaneously becomes the partner of a progressive India."
Client: Flipkart Internet
Agency: Lowe Lintas
Creative: Arun Iyer
Production House: Superfly Films
Kopal Naithani (Director)