Lowe Lintas Bangalore has rolled out new campaign for Flipkart. The campaign titled ‘Iss Mein Hai Kisi Ki Khushi’ aims to bring alive the magical moments that emanate by shopping on the Flipkart mobile app.
The campaign kicks off with a couple of stories about how shopping on the Flipkart Mobile app can help fulfil small wishes, in an instant. The idea was to not just appeal at an intellectual level but also on an emotional level by representing real life events, where app shopping triumphs over web and offline shopping.
Commenting on the initiative, Shoumyan Biswas, Senior Director - Marketing, Flipkart, said, “Mobile is the future for e-commerce. We believe that the instant connect and convenience afforded by a mobile experience is unparalleled. Based on our customer feedback on how the mobile app has made life easier for them – we wanted to explore this aspect through our new campaign and create active consideration by seeding a deep emotional bond. For a generation living on the mobile, we are positive that these ads will have an instant connect with them.”
Commenting on the same, GV Krishnan, Executive Director, Lowe Lintas Bangalore, said, "Brand Flipkart means lot to us and the entire team has put in tremendous effort to bring this first campaign alive. The campaign dwells on a powerful emotion - the joy of fulfilling someone’s wish - and has a universal appeal. Flipkart Mobile app allows one to access a range of products anytime, anywhere and ‘Make Any Wish’ for your near and dear ones come true. I believe this has been brought alive in an engaging manner by the team."
The creative brief given to the agency was to come up with an interesting way to showcase how shopping in India is changing and how mobile shopping apps are fast becoming the key to on-the-go shopping today.
The first film shows how the Flipkart mobile app helps bring a smile on a little girl’s face who was upset as she couldn’t participate in a dance. Seeing the little girl upset, her cousin orders the dress through the Flipkart shopping app, which instantly brightens up her mood.
In the second film, while at a friend’s wedding, a girl realizes that she has lost her luggage. The protagonist overhears her distress call and uses the app instantly to solve her problem by ordering something to wear at the wedding. This small gesture sparks off a strong chemistry between the two.
Highlighting the creative standpoint taken by the team, Rajesh Ramaswamy, Group Creative Director, Lowe Lintas Bangalore said, “The brief was a great guide for us to arrive at this communication. Creatively, the task was to present the role of the mobile app in everyday life. To arrive at an interesting yet relatable context was our biggest challenge. And unlike other categories, the possibilities of situations where this could play out were many. 'Which one to pick?' is a good place to be in. It's great fun when observations and insights stemming from our own lives can be used.”
The campaign has been launched across major television channels and will be played suitably on multiple digital platforms as well.
You can watch the ad here:
Team Credits –
Agency – Lowe Lintas Bangalore
Client – Flipkart
Creative – Arun Iyer, Rajesh Ramaswamy, Ujjwal Kabra, Indrasish Mukherjee, Adarsh Atal
Business – GV Krishnan, Anand Narayan, Kunal Madhavdas, Pritika Gupta, Sandhya Subramaniam
Planning – S Subramanyeswar, Vishal Nicholas
Producer – Curious Films
Director – Vivek Kakkad