Flipkart woos women with ‘a closet full of nothing’

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