Top Story

e4m_logo.png

Home >> Advertising >> Article

Now, Flipkart it on mobile

08-April-2014
Font Size   16
Now, Flipkart it on mobile

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?

Expert take
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.”

Our take
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...

Tags Flipkart Happy Creative Services Ravi Vora Kartik Iyer Twishy

Sidharth Gupta, Co-founder, Treebo talks about their outdoor campaign ‘Perfect stay or don’t pay’, what prompted this bold advertising move, its targeting, and the metrics that the brand utilizes to measure the efficacy of such a campaign

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

The announcement regarding this was made on Twitter by Sukumar Ranganathan, Editor-in-Chief, Hindustan Times, and Shekhar Gupta, Founder, The Print

The website promises to bring fast, reliable, insight-rich analysis in times when the readers are flooded with ‘breaking news’, and great conversations among an elite community of opinion leaders

The network has based its claim on Broadcast Audience Research Council (BARC) all India data (U+R) from April 2017 to March 2017 (full year average)