The e-commerce market is buzzing with activities and each is doing something different to stand out in the clutter. While, Snapdeal has roped in Aamir Khan for its ‘Dil Ki Deal’ campaign, Flipkart is using the digital route to target the youth and the mobile users. Conceptualised by Webchutney, the films take a hilarious angle and has used corporate nuances, by highlighting the popular stereotypes in the advertising industry to talk about their recent category based sales. They will roll out three digital films under the campaign ‘Sale that sells itself’, out of which two are already online.
Last month, the brand launched four digital films #FlipkartThanksYou, which paid a tribute to the close relations who have helped to shape our lives, during our growing up years. Then during the Valentine’s Day, the brand came out with another campaign called #FlipHeart, where they focussed on their consumers, by terming them as its Valentines. Continuing, the same digital momentum, Flipkart, this time talks about the on-going sale in the different categories. The last film which was launched, two days back talks about the Sale in ‘Personal Care and Beauty Products’ from April 16-17. Speaking on this campaign, Shoumyan Biswas, Senior Director, Marketing – Flipkart, said, "As India’s largest e-commerce marketplace, our key focus is to reinvent the way we communicate with our audience. For our latest category based sales campaign, we wanted to come up with an idea that is simple, innovative and immediately grabs a customer’s attention. The first film celebrates the idea of sale as a grand concept which needs no marketing or advertising to create an extra buzz around it. We are sure that our customers will enjoy the series of ads that will be launched under this campaign.”
The first film ‘Flipkart Sale-Ad presentation Round 1’ shows a Flipkart meeting room, where a grand TVC idea is being pitched to the Flipkart Marketing Head (fictional). After much discussion, the idea gets rejected, and the marketing head states that ‘This isn’t working; our ads need to be way more fresher’. The second video ‘Flipkart Sale-Ad presentation Round 2’ also takes place at the Flipkart meeting room and the employees try their best to get their idea approved from the Marketing boss. However, it fails again and the head states that it is not working. In the end, the film invites people to send their ideas by tweeting under #SelltheFlipkartsale and help them convince their boss. Both the ad sums up the fact that “Nothing can sell the sale, except the sale itself”.
Click here to view the ads:
Ad Presentation Round 1:
Ad Presentation Round 2:
Commenting on the insight behind the campaign, Gautam Reghunath, AVP, Webchutney cited, “We will admit, this campaign dawned after several previous ideas didn’t make the cut! So, when we were on the verge of thinking that nothing actually could sell the sale, we figured that would be an interesting way to sell it too! ‘A sale is a sale’. However, much we try to glorify it with marketing; it is the actual offers and range of products that will make users click. The campaign simply takes that and spins it into a hilarious narrative. Kudos to the awesome folks at Flipkart for taking a pun at an idea like this is crazy. They’ve always set amazingly high standards with the quality of their advertising. We took that, spun it around and have hopefully created something exciting out of it… in a way; we look at this campaign as a cheeky tribute to those high standards.”
Naresh Gupta, CSO, Bang In The Middle highlighted, “These are almost Mad Man type in the way, they are executed. For us in the agency business there is a familiarity to the plot, to the wider public who doesn’t know how advertising works will find it hilarious.” According to him, they are nicely casted, well presented films and the way they convey the sale, it gets the message across.
Giving his thoughts on the new campaign, Harish Kumaresh, Client Servicing Head, Gozoop said, "Digital marketing has transformed the way brands communicate. It has become even more important today to tell a unique story that Indian users can relate to. Flipkart's latest ad succeeds at keeping you engaged throughout as you end up wanting to know what the winning idea from the brainstorming session would be. And the voice-over in the end leaves a strong impact on the users' minds. Good idea, well executed."