After recently launching a campaign for its mobile shopping app, e-commerce portal Flipkart.com has unveiled a TV-led campaign for its virtual fashion store. The campaign has been created by Bangalore-based Happy Creative Services and is targeted at the IPL audience.
Speaking about the campaign, Ravi Vora, vice president - marketing, Flipkart said, "People buy the latest trends in fashion as they believe that new clothes/accessories will make them cooler. Our new fashion campaign, along with the brand new look and feel of the fashion store has been created keeping this insight in mind. We want to help our consumer increase their fashion quotient- focusing on the latest trends and showcasing must-have styles and an extensive selection at the all new "Flipkart Fashion Store".
The campaign comprises three TVCs, each showcasing the sports, beach or casual outdoor collection, and highlights the website's revamped lifestyle section.
The TVC for sportswear opens with a boy entering a gym, where men are busy lifting weights and a woman is training intensely at kickboxing. All activity stops when the boy enters the gym with glances being exchanged among the people. Cut to the scene where the boy is dressed in bright colours, complete with a red sports jacket. He does a little hip-hop number showing off his 'swag' amidst a number of girls. Next, he's seen at a tennis court where a pretty girl comes to him for an autograph. Cut to the scene where he is shown to stand at the door of his home, signing for a Flipkart parcel. The viewer then realises that the boy has simply been fantasizing about the life he will have once he wears his sportswear from Flipkart.
Watch the TVC here:
The second film promotes Flipkart's beachwear and opens with a boy cycling past two girls. The girls totally check him out and one of them even waves at him. Next, he is going for a poolside party with a cool sports convertible, while the women are almost falling over themselves for his attention. Abruptly, the TVC cuts to the scene where the boy is sitting at work daydreaming away. An elderly woman from the adjacent cubicle sprays water on him and that is how he comes back to reality. Turns out, he has just opened a Flipkart package containing beach wear, and is hence fantasising about a cool life.
Watch the film here:
The third TVC will release in a few weeks' time.
Kartik Iyer, CEO, Happy Creative Services said, "Everybody buys fashion with a fantasy in mind. It's really funny because most people who buy outdoor gear don't really do anything in the outdoors. It's a style statement that gives that feeling without actually putting themselves out there. Infact most brands fashion themselves to appeal to this need. We just decided to play up the insight and have fun with it in Flipkart style."
Added Praveen Das, chief creative officer, Happy Creative Services, "Flipkart, with its exhaustive collection of clothing and accessories of every kind and exclusive Men's and Women's stores, has now become the go-to destination for all things fashion. Couple that with a revamped design aesthetic, and you have the richest, most fulfilling fashion shopping experience online, and that is what we wanted the campaign to establish, in no uncertain terms."
Chief Executive Officer: Kartik Iyer
Chief Creative Officer: Praveen Das
Chief Operating Officer: Siddhartha Roy
Creative Director: Naren Kaushik
Creative Controller: Aswin Sridhar
Copy Group Head: Megha Ramesh
Account Planning: Ravi Bhat
Group Account Director: Ameya Lokhande
Production House: Asylum Films
Director: Razneesh Ghai
Executive Producer: Anju Vaswani
Associate Producer: Bhavna Singh
Updated Date: Apr 30, 2014 15:34 PM