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Partnering with GQ, Filmfare, Zee created useful content for key shoppers: Shoumyan Biswas, Flipkart

13-February-2018
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Partnering with GQ, Filmfare, Zee created useful content for key shoppers: Shoumyan Biswas, Flipkart

E-commerce brand, Flipkart has over years developed a high consumer recall, which has played a vital role in driving its sales. This has to largely, if not alone, be attributed to its ad campaign game, which had endearing kids as lead actors to now coming up with an all-rounder ad campaign that entails a partnership with GQ to showcase how to get trendy, a fashion challenge game by celebrities on YouTube, among other things. On the same, we chatted with Shoumyan Biswas, Head of Marketing, Flipkart. This conversation with Biswas reaffirmed that the brand’s ad and marketing game is indeed ‘no child’s play.’ Edited excerpts:

What is your digital focus through your recent campaign?

When it comes to online fashion, the digital and content landscape is changing rapidly and we are seeing that more people are consuming fashion content online every day. Digital media has also helped us in identifying and targeting different cohorts of fashion shoppers with different messaging - for instance we have been able to message shopper cohorts like brand enthusiasts, budget shoppers, trend shoppers, celebrity fashion shoppers etc, effectively. In addition to our TVCs, we will be targeting our customers with lot of interesting and relevant content through digital channels.

Your past campaigns have been heavily digital-focused. What was the idea behind diversifying in other media, like partnering with GQ now?

In our effort to create high quality and engaging content, we have focussed on two key things - relevance of the content and its credibility. In line with that over the last few months, Flipkart Fashion has partnered with several industry content experts like GQ, Filmfare, Glamrs, Zee TV etc. With years of keen understanding of the top fashion trends and a large base of loyal followers, these partners have thus enabled us to create more useful content for all our key shopper cohorts. The GQ Partnership for instance is to build meaningful content for our fashion conscious male customers, who are usually heavy brand shoppers.

Any major hurdles you had to deal with while executing this campaign?
Being a horizontal retailer, our key philosophy is to be inclusive and relevant to every customer segment. However, applying this philosophy to fashion is complex as fashion is a category with individualistic aspirations. Hence, finding a proposition which maintains a correct balance was a difficult job to do. Our current approach of shopping archetypes does this beautifully where every customer segment would be able to relate to our proposition without being generalised.

The campaign will also be featuring a game on YouTube where celebrities will be challenged to put together certain looks under themes by shopping on Flipkart. Is this a pioneering effort by the brand?

Flipkart Fashion Challenge is a property that debuted in August 2017. The video starred some of the internet's biggest fashionistas (Aakriti Rana Gill, Shourya Sanadhya, Ayushi Bangur, Smaran Sahu, Deeksha Khurana and Kritika Khurana) who went up against each other to create a given look in a budget. The video was hugely popular with over 3 million views and a great reception on each of their channels. Taking this property ahead, we created a game-show version of the Challenge. Hosted by comedian Varun Thakur, the game-show features Kaneez Surka, Bani J, Mohena Kumari, Mithila Palkar, Larissa and Shourya Sanadhya. Each pair gets a different fashion challenge, and chaos and fun ensues as they complete it. So, while this is the second season of the property, with a new twist, Flipkart Fashion Challenge is a pioneering effort by the brand.

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