Flipkart.com is out in the market with a new campaign titled, "Shopping ka Naya Address". The campaign created by Happy Creative Services intends to take online shopping to a wider audience this time and cover the non-metro areas of the country.
The TVCs, which extends the 'kids as adults' concept followed by Flipkart.com the last time, stress on highlighting vital benefits of shopping on Flipkart.com viz, cash on delivery, 30 day replacement policy, and guarantee of original products.
The first TVC shows three generations of a family in one room wherein the kid (from the third generation) is receiving a mobile phone that he had ordered for his grandfather through Flipkart.com. His father (the second generation) expresses his apprehensions over buying something online to which the old man (first generation) affirms that he trusts Flipkart.com. The man insists how one can buy something merely by looking at a picture online to which his wife retorts that they got married the same way, as a matter of fact; by looking at each other's pictures. The backdrop suggests that Flipkart.com is the new place to shop from.
On the new campaign, Ravi Vora, vice president - marketing, Flipkart, commented, "So far we were addressing a target group that had already shopped online and was aware of its nuances. Now, to further expand the consumer base, we are going to an audience that hasn’t experienced online shopping at all. The objective here is to build basic awareness about online shopping, apart from reinforcing the benefit of trust and reliability."
Watch the second TVC here
Kartik Iyer, chief executive officer, Happy Creative Services, shared, "It's always a challenge to do a follow up to a campaign that's been loved and spoken about. I think we have managed to do that pretty well taking the experience to a new level without diluting the message or alienating the new-to-e-commerce audience."
Iyer added that this time the media plan would be taking the campaign from niche channels to all the GECs since the campaign intends to target people who might not even be using online shopping facilities at the moment.
Iyer shared a few anecdotes from the shoot of the TVC which was held in Mumbai. He mentioned how the shoot had to happen over a weekend owing to exam time for school kids. They conducted a workshop with the kids before the shoot and Iyer observed the kids actually ended up doing more than what was expected out of them. He added, "The girl who played the wife in the ads took a break while shooting. When she came back to shoot she realised her nose-ring had not been put back on. And nobody on the set noticed it until she pointed that out."
Client team: Ravi Vora, vice president, marketing
Agency: Happy Creative Services
Chief executive officer, executive creative director: Kartik Iyer
Chief creative officer: Praveen Das
Copy: Naren Kaushik
Art: Kedar Chauhan
Account management: Ruchika Chaudhry, Neelima Kariappa
Account planning: Ravi Bhat
Production house: Footcandles
Executive producer: Anand Menon
Producer: Amarjeet Phukan
Music director: Samiruddin
Media agency: MEC