Just when the industry felt an overdose of miniature adults, here comes a gem from Flipkart. The brand has rolled out a fresh campaign centred on news channel debates titled, ‘India Wants to Know’, educating consumers about the benefits, ease and convenience of online shopping.
Just three months after its last campaign announcing Flipkart's foray into the fashion and lifestyle category, the online brand has launched this campaign inspired by the format of debate shows that are popular on news channels nowadays.
The campaign, created by Happy Creative Services, is based on the concept of a question and answer session to address various concerns about online shopping.
The campaign comprises four films. While the first film gives the consumer an overall idea of the advantage of shopping on Flipkart.com, the other three films are intended to address specific service benefits that the brand offers – i.e. widest selection of brands, shopping at best prices, and easy and free replacement policy.
The film shows a kid bearing resemblance to Arnab Goswami, the Editor-in-Chief of Times Now, whose panel discussions and heated debates on prime time called ‘The nation wants to know’ is a popular catch. In the ad, the characters debate on the various merits of online shopping in a panel. Of the four films, two have been released on online first, followed by TV.
Ravi Vora, Vice President – Marketing, Flipkart commented, “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.”
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 a reflection of media content has been attempted in advertising in the country.”
The campaign will be seen across all the GECs since the brand intends to target people who are still apprehensive about online shopping.
Has the reflection of media content helped?
Navin Theeng, Group Creative Director, Cheil India (Cheil Worldwide SW Asia HQ) said, “Just when you thought that children as protagonists were becoming predictable, comes this gem. It is easily the best Flipkart work so far and uses the platform built by previous campaigns to vault into one of the better campaigns on television. It’s also topical, and uses the cultural grammar of the English-speaking upper-middle class target audience. The production is also spot-on. The cast has been selected well and the director has managed to bring out the best in the actors without the effort showing.”
“But there is one problem though. The objective of using children was to persuade the janta that shopping online on Flipkart was easy. Now though, there is a danger of children becoming the brand idea. It will be interesting to see how the brand team manages to dig itself out of this one. But having said this, Flipkart is one of the few brands that have managed to enter popular culture; there are instances of pubescent-looking office colleagues being nicknamed ‘Flipkart’. And that deserves a resounding pat on the back,” he added.
Some say it gives a sense of déjà vu and some believe in the saturation of the child-adult mantra, but the online mega store has changed the way India shops. One can hardly go wrong after seeing children dressed like adults. Campaigns such as ‘No Kidding, No Worries’, ‘Shopping Ka Naya Address’, and the most recent one ‘India Wants to Know,’ have been etched in the consumer’s mind.
The new campaign is very refreshing and fresh because of the news format adopted by the brand to deliver the key message. The ad shows shots of people in queues termed as ‘disturbing images’ and panelists fighting over the merits and demerits of online shopping in very similar manner as it happens during a live debate. The idea of choosing the prime time show along with the traits of the loud and furious anchor is hilarious. The execution of the idea is entertaining and highlights the merits of online shopping in an intelligent manner.
It is one of the best ads done by Flipkart because of the uniqueness of the plan. The ad ends exactly in the same way as the show ends with the highly decibel anchor forcing his opinion over others, which is entertaining. Whether the show gets the maximum TRPs with the aggressive anchor or not, the ad will surely garner eye balls for its unique Flipkart charm.