Shopsy continues with its slice of life situations to push affordability message

Flipkart Shopsy has rolled out the second leg of its 'aaj Shopsy kiya kya' (have you shopped on Shopsy today) campaign.

 

The campaign consists of a film conceptualised by Leo Burnett Orchard and features brand ambassador Sara Ali Khan.  The film went on air on television on 1 March and is also running across digital and social media.

 

We caught up with Madhuvanthi Ananth, head of marketing and growth, Shopsy by Flipkart, to learn more about the campaign and the growth of the brand...

 

Edited excerpts:

 

The idea behind this campaign? 

 

The premise of the ‘aaj Shopsy kiya kya’ (have you shopped on Shopsy today) campaign is to showcase relatable everyday scenarios from Indian shoppers while highlighting Shopsy as the go-to hyper-value e-commerce marketplace combining affordability, wide selection and availability across the country. 

 

The campaign aims to reach women cohorts, especially in tier 2+ regions.

 

What was the brief given to Leo Burnett Orchard?

 

The brief and consequent campaign features an ad film that sheds light on the interactions that family members engage in while shopping online that most Indians can relate to. 

 

Shopsy was launched in July 2021. In the last year and a half, are we seeing the majority of its sales coming through tier two and three cities? Can you give a breakdown in terms of tier one versus tier two/three sales?

 

Tier two+ markets show strong demand with almost 70% of demand coming from here with 15% coming from tier one cities.

 

Unlike metros and tier-one cities in India, customers from tier-two markets and beyond seek value-driven constructs, even when venturing to shop online. 

 

One of the key features of Shopsy is its emphasis on affordability. Over 60% of the products offered on the platform are priced under Rs. 200, making it an ideal option for consumers who are looking for value-driven deals.

 

Shopsy’s heightened adoption in tier-two+ markets has been achieved by its Bharat-led technology initiatives such as image search, vernacular interfaces - in Hindi, Telugu and Tamil, and low app size (1/3rd of an average app) running on 2G and 3G. 

 

How much of Flipkart's sales come from Shopsy?

 

In 2022, Shopsy's contribution to the total Flipkart Group business saw a 5X increase compared to 2021. The platform was designed to provide value-driven e-commerce solutions to all Indians, with a focus on addressing the nuanced needs of customers in tier two+ markets. These consumers are digitally savvy but hesitant to engage in online shopping, numbering approximately 200 million. Shopsy caters to these 'fence sitters' by providing an e-commerce experience that meets their unique needs and preferences.

 

What was the response to the first campaign?

 

Shopsy’s first campaign ‘it happens only on Shopsy’ highlighted the brand’s value proposition as a hyper-value platform with unbelievably low prices that warrant an unexpected reaction. By building the campaign over a deep understanding of the customer, Shopsy through its TVC has managed to strike a chord with the masses specifically those in tier-two cities and beyond.

 

Shopsy conceptualised this campaign to bolster its position as a value-based shopping destination across all seasons. 

 

What made Sara Ali Khan the best brand ambassador option for Shopsy? 

 

Popular actor Sara Ali Khan, a powerhouse of energy and a value shopper herself embodies the values that strike a chord with Shopsy’s target audience. Shopsy’s customer is sure of what they want and is constantly making choices in what they believe is right. Sara can portray the Shopsy customer with such ease that she turned out to be perfect for this role.