Flipkart has launched a two-film campaign conceptualised by Lowe Lintas Bengaluru.
The brand initiated an activity across multiple cities targeting different segments of potential shoppers, which helped it identify the two main concerns among shoppers. The two films on air currently seek to allay concerns on ease of returns and reassure customers on originality of products.
One of the films (above) is set in a doctor’s clinic. When the patient, a young man, steps on the weighing scale, the doctor notices his sports shoes kept alongside and says he wants a pair too. When directed to Flipkart, he expresses his concern about the product turning out differently from what is shown on screen. When he repeatedly asks the patient, the latter says he’ll take an injection the next time he visits, if the shoes aren’t original. The film ends with the message, ‘Flipkart Matlab Bilkul Pakka’.
Shoumyan Biswas – VP, marketing, Flipkart, explained that given the strategic importance of the project, a 360-degree approach had been adopted, encompassing TV spots, integration and sponsorship on key properties including the ICC T20 World Cup.
“Over the next few weeks you will also see this get amplified by a strong social, digital and outdoor plan reaching out to national metro as well as regional markets.”
The other film features a boss asking his employee to pick up a gift, and follows on similar lines. The latter puts his appraisal on the line to reassure the easy exchange and returns on Flipkart.
Arun Iyer, CCO, Lowe Lintas, said, “We wanted to get an entertaining creative expression which has the core cultural insight of our consumers ingrained in it. With our campaign sign off ‘Flipkart matlab bilkul pakka’ we have been able to answer the most primary and oft repeated service related question, ‘Pakka na?’ This campaign has been crafted with an attempt to connect to our consumers through instances which depict doubts which a lot of our prospective consumers have before shopping online. Hopefully through this campaign, we would have answered their questions and relieved them off their doubts regarding online shopping. Hopefully people enjoy it as much as we enjoyed working on this project.”
Rajesh Ramaswamy, ECD, Lowe Lintas Bengaluru, said, “In today’s times of crazy clutter, we wanted to take an approach where we are sharp and to the point. The challenge was to still make it entertaining. So, this treatment of back and forth, set to a soundtrack of a TT match, really stood out, and added to the humour in the end. And yes, we also got characters we’ve always loved but never see in ads like Amol Palekar and Rajesh Sharma. It is always inspiring to work with Abhinay Deo, and we believe we have something really clutter breaking and enjoyable.”