Flipkart turns to Shraddha and Ranbir Kapoor to push fashion offering

Flipkart has rolled out a film each featuring Bollywood actors Shraddha Kapoor and Ranbir Kapoor. Conceptualised by Lowe Lintas, the films show the duo giving Flipkart's 'kidults' fashion advice.

Shoumyan Biswas, head of marketing, Flipkart, said, “Flipkart Kidults have become ubiquitous in today's world. From the miniature world that we created in 2012 the Kidults have now entered every sphere of our lives. From being in an Airport to jungle safaris, from grihapravesh to being in Army units, and from encountering police stations to north Indian dhabas, the Kidults have seen it all.  This new phase of the timeless journey brings stories of amazement and awe as the Kidults now run into some of the biggest fashion icons in our industry. And as they effortlessly migrate around everything that adults experience, the Kidults, in this latest 'celeb struck' avatar, create yet another memorable visual spectacle for all of us to savour. Bollywood celebrities are one of the leading inspirations for Fashion in our country. Hence, it was natural to associate with two biggest fashion icons of Bollywood- Ranbir Kapoor and Shraddha Kapoor and bring them to the world of Kidults to introduce- India ka Fashion Capital.”

 

Arun Iyer, chairman and CCO, Lowe Lintas said “Creating the kidult world is very technical with sets contructed proportionate to the size of the kids. This time we were introducing real life adults in the kidult world, so the bars of technicalities were raised ten notches higher. To be completely sure of what Flipkart was aiming for, we even conducted a mock shoot before the actual shoot. The shoot was not easy, and the post-production was even more challenging." 

 

He added, "Resizing the celebrities and placing them flawlessly with the kidults was quite a task. The kids were casted keeping in mind the heights of our stars. Both Ranbir and Shraddha were shot against Chroma, talking to actors in Chroma suits and dancing at the exact mark where their kid double danced. It is quite commendable to pull off a shoot where one had to be wary of the camera angles, positioning of the actors, the set, props, etc. With a CG team sitting in Singapore, Flipkart did not compromise on the getting the best talent to work on post-production. After working on the campaign for almost a month and a half, we finally rolled out the mega campaign for Flipkart Fashion.”

 

The campaign is live across digital, TV, print and outdoor.  

 

CREDITS:

 

Client: Flipkart Internet

CMO, brand marketing: Shoumyan Biswas

Senior director, brand marketing: Kartikeya Bhandari

Associate director: Sushanth Ravikumar 

Senior manager, brand marketing: Vishwajeet Sinha 

 

Creative agency: Lowe Lintas

Chairman and CCO: Arun Iyer

Executive director: Rajesh Ramaswamy

Group creative director: Ujjwal Kabra 

Unit CD: Adarsh Atal

Unit CD, art: Nischal Thapa 

Associate CD: Praveen Sekar 

Creative (copy): Rangaprasad Muraleedharan

President, Lowe South: Hari Krishnan 

SVP: Anand Narayan 

AVP: Parshuram Mendekar 

Brand services director: Jayendra Katti 

Senior brand services manager: Pooja Sharma

National planning director: S. Subramanyeswar 

Executive planning director: Kunal Joshi 

AVP planning: Ajay Ravindran

Production house: Coconut films: 

Directors: Nupur Guha, Tushar Raut and Shekhar Kamble