Online retailer Flipkart has rolled out a campaign comprising three ad films for its fashion range. Conceptualised by Happy Creative Services, the theme is ‘Your fashion fantasy come true’. Two of the films are currently on air.
The film to promote the 'beach offerings' in the e-commerce player's 'Fashion Store' features a young man riding a bicycle. Two women seated on a bench wave out to him. He relishes the attention. The next scene has him jumping out of a stylish open-roof car outside a club house. He flashes his VIP entry card and heads towards the pool. Mingling and dancing with several women, he is again the centre of attention. His fantasy ends when a cleaner in his office sprays water on him. The fantasy was triggered, it is revealed, by a casual T-shirt from Flipkart that has just been delivered. The film ends with the voice over 'Your fashion fantasy come true' and introduces the fashion store.
The film to showcase the 'sports' collection follows a similar pattern. Here, a man is shown entering a gym and grabbing everyone’s attention. He performs a few freestyle dance moves on a street. On the tennis court, he signs on a tennis ball and gives it to a female player seeking his autograph. The film ends with a Flipkart delivery man tapping him to bring him out of the fantasy.
Ravi Vora, vice president - marketing, Flipkart, said, “People buy the latest trends in fashion as they believe that the new clothes/accessories will make them cooler. Our new fashion campaign, along with the brand new look and feel of the fashion store has been created keeping this insight in mind. We want to help our consumer increase their fashion quotient - focusing on the latest trends and showcasing must-have styles and an extensive selection at the all new ‘Flipkart Fashion Store’.”
Kartik Iyer, CEO, Happy Creative Services, said, "Everybody buys fashion with a fantasy in mind. It’s really funny because most people who buy outdoor gear don't really do anything in the outdoors. It’s a style statement that gives that feeling, without actually putting themselves out there. In fact most brands fashion themselves to appeal to this need. We just decided to play up the insight and have fun with it in Flipkart style."
Praveen Das, chief creative officer, Happy Creative Services, added, "Flipkart, with its exhaustive collection of clothing and accessories of every kind, with exclusive men's and women's stores, has now become the go-to destination for all things fashion. Couple that with a revamped design aesthetic, and you have the richest, most fulfilling fashion shopping experience online, and that is what we wanted the campaign to establish, in no uncertain terms."
Agency: Happy Creative Services
CEO: Kartik Iyer
CCO: Praveen Das
COO: Siddhartha Roy
Creative director: Naren Kaushik
Creative controller: Aswin Sridhar
Copy group head: Megha Ramesh
Account planning: Ravi Bhat
Group account director: Ameya Lokhande
Production house: Asylum Films
Director: Razneesh Ghai
Executive producer: Anju Vaswani
Associate producer: Bhavna Singh