Flipkart Fashion asserts its uniqueness in latest campaign by Lowe Lintas Bangalore
In today’s fast paced life, we tend to move away from one habit and latch on to another one in the quickest time possible. Be it about deciding our diet or new gadgets to have or even the latest fashion trends to follow, most of these decisions are taken at the spur of the moment without much guidance or expert advice on the same. These harried decisions often lead to a confused state of mind among the users who are left wanting for some timely intervention.
Leading online e-commerce player, Flipkart, has identified one such lacuna and seeks to assist shoppers on all issues related to fashion. By launching Flipkart Fashion, it seeks to establish Flipkart as a destination for “affordable trendy fashion” by landing the proposition of being a one-stop solution to all fashion related confusions. Through Flipkart Fashion, the online player is providing a method to the madness of spotting the right trend by making trends - handpicked by top fashion experts, accessible to its consumers.
To communicate this new offering, Flipkart has unveiled a high decibel integrated marketing campaign across India. The marketing campaign would span the online and offline platforms and reach out to a cross section of the populace in various regional languages. The communication has been flagged off by the launch of two video films on both the online and offline platforms.
Conceptualized by Lowe Lintas Bangalore, the films promote Flipkart as the one stop shop for all needs around fashion. The films have been devised based on the insight that even though fashion as a category has scale and accessibility on Flipkart, it is still not a go-to platform for trendy fashion in the minds of consumers. Flipkart Fashion aims to change this perception and position itself as a trendy yet affordable destination for its consumers.
Commenting on the marketing objective, Shoumyan Biswas - Head, Marketing, Commerce Platform, Flipkart said, “Flipkart is the market leader when it comes to fashion amongst e-commerce portals. Being a market leader, it is our responsibility to grow penetration of fashion across all consumer segments and need states. Also, fashion being a profitable segment with high growth, it is one of our top priorities. Our scale and depth in this category have helped us decode some key consumer truths. One of the biggest consumer aspirations is the desire to be "trendy". We realized that this desire often goes hand in hand with "confusion" of finding out what is "in trend". Basis this knowledge, we created a campaign around the proposition of "Being Trendy made Easy" by curating trendy selection by top fashion experts and offering them at affordable price points.”
Links to the campaign: https://www.youtube.com/watch?v=mmgnWxuYW1E
The films highlight the confusions related to trends surrounding fashion and how Flipkart Fashion is an assured solution that one can rely on. Be it about the ever-changing fashion trends to conflicting advices on trends and having to choose between too many trends…there are many confusions that confound and disorient the consumer. But with Flipkart Fashion that has over 100 stylists highlight emerging trends on the platform, users are to find only the best of the latest fashion. The films sign off with the line that ‘If it’s trendy, it’s on Flipkart’, which establishes the point that Flipkart Fashion offers users with only the latest trends.
Highlighting the creative idea behind the films, Rajesh Ramaswamy, Executive Director, Lowe Lintas Bangalore said, “Fashion is something so relative, that it’s near impossible to wrap your head around it. The confusion about ever changing trends and the fashion world in general is something that everyone experiences. And yet, we are all conscious about what we wear and also about all the judgement that will be passed by our peers in the case we get it wrong. In the film, we have captured this very confusion and fear and provided a solution for it. With over 100 top stylists picking the latest trends for you, Flipkart fashion clears all confusion and lets you simply choose.”
The campaign would be rolled out across other prominent platforms in a big way as well.
Client - Flipkart Internet Pvt. Ltd.
Agency - Lowe Lintas
Creative - Arun Iyer, Rajesh Ramaswamy, Ujjwal Kabra, Indrasish Mukherjee, Adarsh Atal
Account Management - Hari Krishnan, Anand Narayan, Sushant Sadamate, Harish Shetty, Pooja Sharma
Production House (Director) - Coconut Films - Nupur Guha, Tushar Raut (Shekhar Kamble)