I'm throwing down a challenge: There's probably not one person who's seen the Flipkart television spots this Diwali and not broken into a smile! With its feel-good factor, the campaign hits the right notes of warmth and happiness during the festive season.
The new TVCs will ensure the online retailer leapfrogs into the public consciousness, while making a serious pitch for the benefits of online shopping (as opposed to traditional offline shopping) during the busy and crucial festive shopping season. The spots are endearing, funny, sharp, and effective - but most important of all, intelligent in execution. The ads feature kids in adult situations, with voiceovers of adults. Each ad creates a story around a situation involving online buying, and goes on to showcase one of the benefits or features of buying online at Flipkart.com. (view all 3 spots here) There is no celebrity, no over-the-top, in-your-face assertiveness, just the effective use of classic advertising mantras - tell a story, surprise the audience with a novel approach to storytelling, and let them listen on their own accord - don't sermonize.
Still goes to prove that even in today's cluttered media space, advertising can be effective without quirks or tricks.
The messages are also clear and built into the story, so the audience laps them up loud and clear:
'Flipkart.com offers 30-day replacement guarantee on all products'.
'Flipkart.com offers cash-on-delivery for those still apprehensive about online shopping'.
'Flipkart.com offers original products with original warranty.'
Each script is equally well-written and produced with equal care and attention. It is evident that the young founders of the popular e-tailer have taken care to ensure the messaging is fresh, appeals to everyone and is buzzworthy enough to make their brand a talking point in social circles of all types!
This company isn't India Inc.'s darling for no reason. Its been described as smart, agile, slick, and 'in'. The young and old have embraced it - a recent article by TechCrunch claims that repeat purchase rates are around 70% and sales are growing by 25% every month. As a startup, Flipkart's rise into the public consciousness in such a short time has been astonishing - it was launched just in 2007.
Great advertising, great strategy, and great execution. The company's business and marketing smarts are amply evident. No kidding!
The new TVCs will ensure the online retailer leapfrogs into the public consciousness, while making a serious pitch for the benefits of online shopping (as opposed to traditional offline shopping) during the busy and crucial festive shopping season. The spots are endearing, funny, sharp, and effective - but most important of all, intelligent in execution. The ads feature kids in adult situations, with voiceovers of adults. Each ad creates a story around a situation involving online buying, and goes on to showcase one of the benefits or features of buying online at Flipkart.com. (view all 3 spots here) There is no celebrity, no over-the-top, in-your-face assertiveness, just the effective use of classic advertising mantras - tell a story, surprise the audience with a novel approach to storytelling, and let them listen on their own accord - don't sermonize.
Still goes to prove that even in today's cluttered media space, advertising can be effective without quirks or tricks.
The messages are also clear and built into the story, so the audience laps them up loud and clear:
'Flipkart.com offers 30-day replacement guarantee on all products'.
'Flipkart.com offers cash-on-delivery for those still apprehensive about online shopping'.
'Flipkart.com offers original products with original warranty.'
Each script is equally well-written and produced with equal care and attention. It is evident that the young founders of the popular e-tailer have taken care to ensure the messaging is fresh, appeals to everyone and is buzzworthy enough to make their brand a talking point in social circles of all types!
This company isn't India Inc.'s darling for no reason. Its been described as smart, agile, slick, and 'in'. The young and old have embraced it - a recent article by TechCrunch claims that repeat purchase rates are around 70% and sales are growing by 25% every month. As a startup, Flipkart's rise into the public consciousness in such a short time has been astonishing - it was launched just in 2007.
Great advertising, great strategy, and great execution. The company's business and marketing smarts are amply evident. No kidding!
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