Flipkart looks to bust myth of trendy fashion equal to expensive fashion

Following its campaign released in January 2017, Flipkart has rolled out two more films which look to position itself as a fashion hub. The films have been conceptualised by Lowe Lintas and continue featuring children as grown-ups. 

 

The two films show a girl and boy each who dress up trendily every day.

 

The one featuring the girl as a protagonist has tongues in office wagging about her fashion sense and how she manages to buy the best of brands. They link it to her bagging the entire office's bonus. 

 

 

The film featuring the boy is shot in a college. Here, the protagonist's friends wonder how the boy affords a different brand of clothes every day. The conclusion the people make is that the boy has was born with a silver spoon.
 

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 ‘democratise 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 one of the 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."

 

He added, "In the second 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.”

 

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.”

 

 

CREDITS:

 

Client: Flipkart

Creative agency: Lowe Lintas Bengaluru

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