Flipkart has launched two TVCs as part of its campaign titled ‘Iss Mein Hai Kisi Ki Khushi’. The ad films have been conceptualised by Lowe Lintas Bangalore. The ad campaign has been designed to encourage consumers to shop through Flipkart’s mobile app.
The ad film shows a wedding party travelling in a train, along with the bride. A little girl, seated opposite the bride is glum as all the other children of the party are rehearsing a Bollywood number. The bride notices this and enquires from an older girl why the little girl has not been included and why she won’t be dancing at the wedding. The reason turns out that the little girl does not own a red dress. The bride announces that she indeed has a red dress and proceeds to buy it from the Flipkart app and shows the picture to the older girl a proof. The little girl is then included in the dance practice as she runs back to hug the bride, thanking her.
In the second film, a girl at a wedding upon realising that she has lost her luggage is venting her anger over the phone at some service provider. The protagonist overhears her distress call and using the app buys a dress, shoes, make up and jewellery for the occasion. The girl is impressed as well as relieved and jokes that she could turn out to be his cousin and his efforts would be in vain. He suggests a possibly that what if that scenario doesn’t happen. The film ends with a message to download the app and the campaign tagline.
Shoumyan Biswas, senior director - marketing, Flipkart, said, “Mobile is the future for e-commerce. We believe that the instant connect and convenience afforded by a mobile experience is unparalleled. Based on our customer feedback on how the mobile app has made life easier for them – we wanted to explore this aspect through our new campaign and create active consideration by seeding a deep emotional bond. For a generation living on the mobile, we are positive that these ads will have an instant connect with them.”
GV Krishnan, executive director, Lowe Lintas Bangalore, commented, "Brand Flipkart means lot to us and the entire team has put in tremendous effort to bring this first campaign alive. The campaign dwells on a powerful emotion - the joy of fulfilling someone’s wish - and has a universal appeal. Flipkart Mobile app allows one to access a range of products anytime, anywhere and ‘Make Any Wish’ for your near and dear ones come true. I believe this has been brought alive in an engaging manner by the team."
Rajesh Ramaswamy, group creative director, Lowe Lintas Bangalore, added, “The brief was a great guide for us to arrive at this communication. Creatively, the task was to present the role of the mobile app in everyday life. To arrive at an interesting yet relatable context was our biggest challenge. And unlike other categories, the possibilities of situations where this could play out were many. 'Which one to pick?' is a good place to be in. It's great fun when observations and insights stemming from our own lives can be used.”
The campaign will straddle TV and digital.
Creative agency: Lowe Lintas Bangalore
Creative: Arun Iyer, Rajesh Ramaswamy, Ujjwal Kabra, Indrasish Mukherjee, Adarsh Atal
Business: GV Krishnan, Anand Narayan, Kunal Madhavdas, Pritika Gupta, Sandhya Subramaniam
Planning: S Subramanyeswar, Vishal Nicholas
Producer: Curious Films
Director: Vivek Kakkad