Campaign India Team
Dec 11, 2013

Flipkart woos women with ‘a closet full of nothing’

Watch the ad conceived by Happy Creative Services here

Flipkart.com has launched a new campaign for its women’s lifestyle category. This includes an online film and campaign straddling print, OOH and cinema. Conceived by Happy Creative Services, the communication stems from the insight that no matter how many clothes women have in their closet, they still end up feeling that they don't have enough.

The film opens with a young woman getting out of bed and looking to get dressed. From her well stacked closet, she is shown trying different clothes and accessories one after the other but nothing seems to convince her. The background score tells the story: “I’m the girl with a closet full; a closet full of nothing.” She ends up exasperated as a voice over and super sign off saying: ‘When you have everything and still nothing to wear. Introducing Women’s lifestyle, Flipkart.com’.

Ravi Vora, SVP - Marketing, Flipkart.com, said, "The fashion vertical is strategically very important to us. We started building it this year and are already close to a leadership position in the online space. There is still immense scope for us to get more women shoppers to the site. To this end we have revamped the look and feel of this section on the site and also put together a large selection of relevant products and verticals. The campaign is a creative culmination of all these efforts and communicates our offering in a manner every woman can instantly identify with."

Kartik Iyer, CEO, Happy Creative Services, added, “Women are always an interesting audience. From a campaign perspective we thought it was an interesting opportunity to do something charming and specific for women. The song was an opportunity to create original branded content.”

Credits
Brand: Flipkart
Client: Ravi Vora and Shoumyan Biswas
Agency: Happy
Creative directors: Kartik Iyer and Praveen Das
Copy: Stephanie Fernandes
Art: Vjay Kanagamathinathan
Account management: Ajay Kumar
Director (film): Kishore Iyyar
Production house: Nirvana Films
Executive producer: Manjeet Bawa
Producer: Harsha Raut
Music: Kunal Kulkarni

Singer: Mili Nair

Source:
Campaign India

Related Articles

Just Published

8 hours ago

GroupM restructures across Asia, Indonesia ...

Staffing cuts across Asia have begun as GroupM transitions to a “single operating model” under the soon-to-be-rebranded WPP Media banner.

9 hours ago

Google may no longer be the ‘Godfather of search’ ...

With Apple announcing its shift to AI search tools, the impact on the digital landscape could be disruptive as SEO experts rethink their strategies.

9 hours ago

Creative agency shake-up at WPP: Grey to move into ...

Grey will split from AKQA as part of the move.

10 hours ago

From followers to fanatics: Brands chase micro-movem...

Forget generational labels. To win Gen Z and millennials, The Marcom Avenue’s founder recommends brands to ditch loud messaging for quiet relevance, community, and earned influence.