Indian e-commerce giant Flipkart is back with the second phase of its Flipkart Fashion campaign. While the first phase focused on pitching Flipkart Fashion as the one-stop place to spot and buy the latest trends, the second phase will focus on Flipkart helping people to “Be trendy always”.
With its key strengths of scale and prices, Flipkart makes trendy fashion accessible to everyone, thereby enabling people to be trendy always. We all desire to wear trendy clothes every day. However, this can be an expensive affair, and hence, most of us reserve our trendiest outfits for special occasions.
Watch the spot:
On the back of this input, Lowe Lintas Bangalore came up with a brief that a person who dresses up trendily every day is perceived to be someone who earns a lot and hence can afford to wear trendy clothes every day. Flipkart Fashion will bust this myth in this campaign.
Commenting on the launch of phase 2 of the integrated campaign, Shoumyan Biswas – head, marketing, Flipkart said: “Flipkart is the market leader in fashion amongst all online businesses. Our vision is to be India’s most preferred destination for trendy and affordable fashion. Hence, our category communication task for Fashion is to ‘Democratize Trendy Fashion’ for every Indian consumer. On the back of deep consumer research, we have understood that the desire to look good and be ‘trendy’ is universal and cuts across all demographics. Though, there are a few ‘beliefs’ that hold people back. In phase 1 of fashion campaign in January, we had addressed the belief “that fashion trends are confusing or overwhelming”. That campaign gave us phenomenal results in terms of business and perception change. In the 2nd phase of the journey, we will address the ‘belief’ that ‘Trendy Fashion is expensive’ and limits everyday usage. We have taken a very interesting approach to communicate this proposition through the endearing characters of ‘Neha’ and ‘Naveen’ who have cracked the code of “being trendy always”. These stories will be told in different phases of an integrated brand campaign across multiple online and offline touch points.”
Highlighting the campaign objective, Rajesh Ramaswamy, ED, Lowe Lintas said: “We had a solid insight in hand- people who dress up very fashionably and everyday are perceived to be loaded. So the execution idea was to break this myth by introducing Flipkart Fashion that everyone can afford.”
The marketing campaign would span the online and offline platforms and reach out to a cross section of the populace in various regional languages.
Agency: Lowe Lintas Bangalore
Creative: Arun Iyer, Rajesh Ramaswamy, Ujjwal Kabra, Adarsh Atal
Account Management: Hari Krishnan, Anand Narayan, Parshuram Mendekar, Jayendra katti, Ketaki Joshi
Planning: Ajay Ravindran
Production House: Opticus Inc.
Director: Nitesh Tiwari
This article was first published on brandequity.economictimes.indiatimes.com