Goafest 2019: Means and ways to tell a story is changing - Vijay Sharma, Flipkart
Sharma, Associate Director - Brand Marketing & Head of Digital Media at Flipkart spoke about how the brand is innovating from an India perspective for their 100 mn+ customers
The world of marketing is all about striking the right chord with the consumer and innovating all the time to create disruptions. Vijay Sharma, Associate Director - Brand Marketing & Head of Digital Media at Flipkart spoke at Goafest 2019 on what it takes to stay in the top of the game for a brand like theirs.
“At Flipkart we try and create a brand that can stay the course of time. A brand for tomorrow. Hence we are constantly pushing the boundary of how India shops. As a brand we are fairly new but we have always come up with disruptions. From launching COD in the earlier days of online shopping in India to the newly launched buy now pay later facility, a big part of what we do at Flipkart is innovating. We innovate from an India perspective for the 100 million plus customers we have,” said Sharma.
One of the earliest brands in e-commerce Flipkart too has a story that starts with ‘Once Upon a Time’ said Sharma. “It has been a fascinating journey and this is perhaps the best time to spread our wings because it is great to be in the creative and media industry now. Initially agencies were given 20 seconds to tell a story that has now been extended from 30 seconds to up to 3 hours. Stories have now become bigger and better,” he explained.
“Means and ways to tell story is changing. The big brands of the past two decades are not even in the list of top five brands because customer expectations have changed and that is why the way brands worked have also changed. What has remained consistent about consumer expectation is the want of quality and affordability. We at Flipkart are working on that,” added Sharma.
Sharma elaborated on how a consumer is spoilt for choice in today’s marketplace. “Given the consumer has too much information already we need to change the ways of our marketing communication,” said Sharma.
According to Sharma, a brand must create a reason for the consumer to choose them. “What we have done is we have tried to solve the issue around customer experience. We do not want customer experience to dilute. So we are balancing touch point expertise with managing overall brand experience,” Sharma said.
According to Sharma, Flipkart has not only changed the way their campaigns are created but also introduced technology to ensure excellent customer experience. Talking of experience Sharma elaborated on the last Big Billion Day for Flipkart and said, “Through the 14 days we ran the campaign we used a pool of celebrities from across sectors to show the customer products they want to see on the medium of their choice and hear about it from the face of their choice too. This is how we used both creative and technology to give customers the experience they look for in the modern day market place.”
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