Reviewing Flipkart’s latest #EveryoneOnFlipkart campaign in Episode 42 of ‘From Logo to IMPACT’, on Bloomberg TV India, Haresh Moorjani, Executive Creative Director, FCB Ulka says, “Flipkart has tried to demystify online shopping with this campaign. The ads, through very nice and charming stories, show how anybody across India - those in small towns, your neighbours or even your grocery vendors can shop online easily.”
Since story-telling forms an important part of most ad campaigns today, Murjani says, “Today, brands are all about storytelling. The trend is to tell heart-warming stories and just slip in your brand message without hard-selling it and I think Flipkart did it beautifully. They are nice little stories that engage you and you are surprised that it’s all about Flipkart. The message comes in very effortlessly. It’s not trying too hard and there’s no product window. Online shopping is no longer a big city phenomenon. People you least expect are today shopping online and Flipkart has sent its message across beautifully. It has taken on the mantle of ‘If it’s online, it has to be Flipkart.’ Today, everybody is Flipkarting.”
He further adds that despite the ad being a bit long, the stories are charming enough to hold the audience’s attention till the end. He adds, “Since it’s digital, the length doesn’t really matter and they have used the digital medium really well. It’s not really a 30-second commercial on TV about mega bucks. Digitally you can keep the length as long as you want it to be.”
ABOUT THE CAMPAIGN
Flipkart has released four short films digitally under its campaign #EveryoneOnFlipkart to tell the world how it has made online shopping so simple that anyone from any corner of the country can shop online for anything and everything.
While the Rastogiji video shows us the concern of four friends who used to buy gifts from the local gift shop but eventually find the shop owner Rastogiji also selling on Flipkart, the Mumbai police video shows a constable doing his job on the streets, upping his style quotient by purchasing a pair of sunglasses delivered to him on the street by Flipkart.
The film with the high tech Mausi shows a Bengali aunt multi-tasking at a wedding and also advising youngsters about what phone to buy, with Flipkart’s help. The fourth film shows how a security guard runs around to track people in the office who have received packages from Flipkart. However, his life changes once the delivery guy gives him an idea to buy a microphone. Following that, he starts announcing the names of people who have received a package, thereby making his life easier. The ads are very real and well-executed, keeping the audience engaged and wanting to know what happens in the end.
ABOUT THE SHOW
Each week, the half hour show ‘From Logo to IMPACT’, co- produced by exchange4media and Bloomberg TV India, brings together top CMOs, ad gurus and agency heads to provide an in-depth analysis of the hottest trends and news in the ad-media-marketing space. Its focus is on the new age economy and new entrants in the advertising space. The show is aired on Bloomberg TV India at 10.30 pm every Wednesday, with repeat telecasts at noon on Saturday and 6.00 pm on Sunday.
