E-commerce giant Flipkart has consistently churned out interesting ads to enhance recall in customers’ minds and the latest from Flipkart’s ad basket is a series of ads done for its mobile app, conceptualised by Chapter Five Brand Solutions in association with Grey’s former NCD Amit Akali’s new venture (to be formally announced later this week).
Chapter Five is a marketing consulting and advertising company started by Prateek Srivastava and Sunita Murthi about 18 months ago. Some of the companies/brands that Chapter Five works with are Flipkart, Panasonic mobile phones, Karbonn Mobile, Himalaya, Britannia, Vini Cosmetics, and IndiaProperty.com.
The ads stress upon the need to have the Flipkart app on their smartphones to have easy and convenient shopping experiences.
One of the ads shows a lady dragging an auto-driver on a shopping spree all over the city while she is giving him directions with the help of her smartphone. At the end the auto driver asks her if she is holding a smartphone in her hand and she says yes. He then suggests she should download a Flipkart mobile app.
You can watch the ad here:
In another ad, two friends are having their car repaired in the middle of the road at night. One friend complains about wanting to reach home, and the second friend says it is Sunday the following day and he intends to sleep. Suddenly the second friend’s phone rings and his wife reminds him he has to go shopping with her the next day. Hearing his disappointment, the mechanic asks him why he doesn’t have a Flipkart mobile app in spite of having a smartphone.
You can watch the ad here:
Elaborating on the insights that went behind the brand campaign, Prateek Srivastava, Co-Founder, Chapter Five Brand Solutions said, “Most people have a smartphone, but they do not use it to its potential. By connecting social validation and connect with smartphones, we were able establish that shopping on Flipkart is so much more liberating and exciting if you have the mobile app on your phone.”
Srivastava asserts the campaign will take Flipkart’s brand positioning forward since Flipkart's name is synonymous with online shopping in India. For someone who has a smartphone, it is the obvious thing to have the Flipkart app on the phone.
Other agencies that are already working on Flipkart ads are Happy Creative and Lowe. On Chapter Five’s role, Srivastava said, “Chapter Five is a marketing consulting and advertising company. We had earlier done a brand strategy assignment for Flipkart, and have now done a multi-media campaign for their mobile app. This campaign has television, digital advertising, and outdoor as the lead media.”
On the brief given to the agency, he said, “To create a campaign that motivates the next generation of Mobile First and Mobile Only shoppers to adopt a new behaviour of shopping on the Flipkart App and therefore drive adoption of Flipkart App.”
He also speaks about the challenge the agency faced while working on the campaign. “There is a clear call to action, and that's what was challenging about the campaign. It's not just about people noticing and liking the ads, but also about downloading the Flipkart app,” he said.
Giving his opinion on the insights behind the campaign, Amit Akali said, “To start with, we wanted to bring alive real situations, which every consumer would identify with. How often have we gone shopping and dragged our auto/taxi driver along with us, making them wait for us as we go shop to shop? Or looked forward to a relaxing holiday only to have it spoilt by having to go shopping? These extremely real situations were followed by an unexpected twist with an unexpected character giving you the solution to your problems - downloading the Flipkart app. Which is why we kept the first 90 percent of the film extremely real, with no music and just ambient sounds - the music only kicked in at the end - and was of a totally out-of-the-blue genre - to heighten the twist. Even the casting and locations were kept extremely real.”