Making online shopping all the more convenient, Flipkart.com has recently launched its mobile shopping app. The brand has launched a new campaign to promote the app, which is available on Android and iOS platforms. The campaign, created by Happy Creative Services, aims to encourage consumers to shop from absolutely anywhere.
The campaign comprises two films, where the ‘Office’ film shows the main service benefit of cash-on-delivery (COD) being reinforced, while the second film, ‘Couple’, captures how mobile shopping can actually save a lot of trouble for people caught in tricky situations.
Commenting 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 a fraction of the total active Internet users in India. The huge base of mobile and the rapid growth in smartphones will enable a much faster adoption of online shopping in the days to come. We are constantly working towards making online shopping easier and delightful for these new adopters of ecommerce and our mobile apps are a step in that direction. This campaign is an effort towards accelerating this trend of shopping on the go.”
Kartik Iyer, Chief Executive Officer, Happy Creative Services shared, “The objective was to educate the customer how simple it is to use the mobile shopping app. We found an interesting way to say everything we had to by visually communicating how one can shop from anywhere. Ayappa and Early Man have done a great job in bringing this simple messaging out in a nice and quirky way. We might have moved away from the kids, but the tone and style of the communication is typically Flipkart.”
Will you shop anytime, anywhere?
Satbir Singh, Managing Partner & Chief Creative Officer, Havas Worldwide India remarked, “It does convey the ‘Flipkart on mobile’ thought fairly well. Though I feel it is mainly because of the product section, which is very well done. The treatment makes it stand out too.”
India is adding 4 million internet users every month and almost 100 per cent of the 4 million users access the internet on mobile. With the huge growth of mobile internet users, it was obvious for a brand like Flipkart to launch its mobile shopping app to make online shopping more convenient for its loyal consumer base.
The ad has been executed very well and clearly portrays the message of online shopping anywhere, anytime. The main objective of educating the consumer about the ease of mobile shopping comes out really well. However, the ‘Couple’ film is more witty and humorous. The idea of visually communicating the ease of shopping through mobile is interesting. It seems a good strategy by Flipkart not to use the child-like adults, particularly for this campaign.
Watch the ‘Couple’ ad here...
Watch the ‘Friends’ ad here...