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Flipkart uses 'news channel' type debates in latest campaign

04-September-2013
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Flipkart uses 'news channel' type debates in latest campaign

Flipkart has embarked on its new campaign, titled ‘India Wants to Know’. The campaign created by Happy Creative Services aims to educate the consumers about the benefits, ease and convenience of shopping on Flipkart.

The TVCs have extended the ‘kids as adults’ concept and are inspired by the format of debate shows that are popular on news channels nowadays. The concept of a question and answer session is used to address various concerns consumers have about online shopping.

Elaborating on the new campaign, Ravi Vora, Vice President – Marketing, Flipkart said, “As the largest online shopping destination in India, we have managed to build the confidence of a large number of Indians to shop online. However, this is still very small compared to the number of Indians active online. Most of them are still reluctant to complete the transaction online. Hence, this campaign is a continuation of our efforts to make people shop online by talking about benefits like large selection, competitive pricing and customer-friendly policies.”

The campaign comprises of four films. While the first film gives the consumer an overall idea of the advantage of shopping on Flipkart, the other three films are intended to address specific service benefits that the brand offers – such as widest selection of brands, shopping at best prices, and easy and free replacement policy.

Watch the TVC here…

Kartik Iyer, Chief Executive Officer, Happy Creative Services shared, “As a brand that’s trying to create and grow the e-commerce category, Flipkart will always have to keep educating and recruiting new customers. What needs to be said needs to be said without twisting things around too much. Hence, the need for an entertaining format that will make the country sit up and notice. We’re pretty excited as it’s the first time in the country that a reflection of media content has been attempted in advertising.”

Iyer further said that the campaign will be seen across all GECs since the brand intends to target people who are still apprehensive about online shopping.

Campaign Credits:
Chief Executive Officer: Kartik Iyer
Chief Creative Officer: Praveen Das
Chief Operating Officer: Siddhartha Roy
Creative Director: Naren Kaushik
Creative Controller: Aswin Sridhar
Account Planning: Ravi Bhat
Group Account Director: Ameya Lokhande
Group Account Manager: Ajay Kumar
Production House: Early Man Film
Director: Ayappa
Executive Producer: Anand Menon
Producer: Amarjeet Phukan

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