Flipkart’s ‘kids as adults’ enter TV newsroom, address what ‘India wants to know’ about online shopping

Flipkart.com is out with a new campaign titled ‘India Wants to Know’. The campaign created by Happy Creative Services aims to educate consumers about the benefits, ease and convenience of shopping on Flipkart.com, using the ‘kids as adults’ theme.

Inspired by a popular TV news debate format, the film shows a news anchor engaged in heated debate with guests and at times cutting across for 'live udpates', to address consumer concerns on online shopping. The campaign comprises four films, two of which have been released online and go on air this week.

While the first film gives provides an overall idea of the advantage of shopping on Flipkart.com, the other three are intended to address specific service benefits that the brand offers: wide selection of brands, best prices, and easy and free replacement.

On the new campaign, Ravi Vora, vice-president - marketing, Flipkart, said, “As the largest online shopping destination in India, we have managed to build the confidence of a large number of Indians to shop online. However, this is still very small compared to the number of Indians active online. Most of them are still reluctant to complete the transaction online. Hence this campaign is a continuation of our efforts to make people shop online by talking about benefits like large selection, competitive pricing and customer-friendly policies.”

Kartik Iyer, CEO, Happy Creative Services, added, "As a brand that’s trying to create and grow the e-commerce category Flipkart will always have to keep educating and recruiting new customers. What needs to be said needs to be said without twisting things around too much. Hence the need for an entertaining format that will make the country sit up and notice. We’re pretty excited as it’s the first time a reflection of media content has been attempted in advertising, in the country."

Iyer added that the campaign will be seen across GECs, targeting people who are still apprehensive about online shopping.

Credits
Chief executive officer: Kartik Iyer
Chief creative officer: Praveen Das
Chief operating officer: Siddhartha Roy
Creative cirector: Naren Kaushik
Creative controller: Aswin Sridhar
Account planning: Ravi Bhat
Group account director: Ameya Lokhande
Group account manager: Ajay Kumar
Production house: Early Man Film
Director: Ayappa
Executive producer: Anand Menon
Producer: Amarjeet Phukan