Home >> Advertising >> Article

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

13-February-2018
Font Size   16
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_1336.html">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.

Tags Flipkart Shoumyan Biswas Flipkart Fashion GQ

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE EMINENT JURY PICKS WINNERS OF GOLDEN MIKES RADIO ADVERTISING AWARDS MADDYS 2018 SEE TOP ADVERTISING AND MARKETING INDUSTRY LEADERS IN ATTENDANCE

Radio Mirchi maintained its top spot while Fever FM replaced Big FM at the second spot in Kolkata

Singh explains why marketers should focus more on maintaining the core essence of a brand and not just innovations

Venkat brings with him over 20 years of extensive experience of working in media, creative, cultural and knowledge industries on several international projects in over 30 countries.