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Flipkart spreads happiness with new campaign from Lowe Lintas
MUMBAI: Lowe Lintas Bangalore has rolled out a new campaign for leading e-commerce player Flipkart. Titled, ‘Iss Mein Hai Kisi Ki Khushi’, the campaign aims to bring alive the magical moments that emanate by shopping on the Flipkart mobile app.
The campaign kicks off with a couple of stories about how shopping on the Flipkart mobile app can help fulfill small wishes. The idea is to appeal at an intellectual and emotional level by representing real life events where app shopping triumphs over web and offline shopping.
Flipkart senior director marketing Shoumyan Biswas said, “Mobile is the future for e-commerce. We believe that the instant connect and convenience afforded by a mobile experience is unparalleled. Based on our customer feedback on how the mobile app has made life easier for them, we wanted to explore this aspect through our new campaign and create active consideration by seeding a deep emotional bond. For a generation living on the mobile, we are positive that these ads will have an instant connect with them.”
Lowe Lintas Bangalore executive director GV Krishnan added, “The campaign dwells on a powerful emotion, the joy of fulfilling someone’s wish, and has a universal appeal. Flipkart mobile app allows one to access a range of products anytime, anywhere and ‘Make Any Wish’ for your near and dear ones come true. I believe this has been brought alive in an engaging manner by the team.”
The first film shows how the Flipkart mobile app helps bring a smile on a little girl’s face who was upset as she couldn’t participate in a dance. Seeing the little girl upset, her cousin orders the dress through the Flipkart shopping app, which instantly brightens up her mood.
In the second film, while at a friend’s wedding, a girl realizes that she has lost her luggage. The protagonist overhears her distress call and uses the app instantly to solve her problem by ordering something to wear at the wedding.
Highlighting the creative standpoint, Lowe Lintas Bangalore group creative director Rajesh Ramaswamy, stated, “The brief was a great guide for us to arrive at this communication. Creatively, the task was to present the role of the mobile app in everyday life. To arrive at an interesting yet relatable context was our biggest challenge. And unlike other categories, the possibilities of situations where this could play out were many. It’s great fun when observations and insights stemming from our own lives can be used.”
The campaign has been launched across major television channels and will be played on multiple digital platforms as well.
The producer for the ad films is Curious Films. It is directed by Vivek Kakkad.