1. Fynd enters world of e-commerce advertising with cute campaign and captivating storyline

Fynd enters world of e-commerce advertising with cute campaign and captivating storyline

Fynd makes a worthy attempt in its first TVC, but will have to do much more to catch up with its competitors.

By: | Published: May 16, 2017 2:33 AM
Opening on a high pitched note, the TVC shows two friends bumping into each other at a cafe, meeting after almost two months, to be precise. (Reuters)

The Ad

Opening on a high pitched note, the TVC shows two friends bumping into each other at a cafe, meeting after almost two months, to be precise. Noticing his female friend’s companion, the guy assumes him to be her boyfriend Rahul and highlights how much the girl talks about him. This, until the boyfriend wryly points out that he is Ankit, leading to the analogy that everything can go out of fashion in two months, whether it is a boyfriend or fashion.

Target Audience

22-35 year-olds in tier 1 and 2 cities.

Business Objective

To establish Fynd as the home for fresh fashion and boost sales.

The Appeal
3 Functional 3 Emotional
7 Sensorial

Making it easy for people to connect with the campaign, Fynd uses humour in its first TVC by drawing a comparison between a former boyfriend and fashion. The angle is fresh, and helps the brand drive home the message. This is further complemented by integrating the functionality of its app seamlessly into
the TVC.

Competitive Edge

Having inventory coming directly from the store unlike other e-commerce players, gives Fynd an edge to communicate that it houses the freshest fashion. It further drives impact through a strong punchline supported with a tinge of humour that has always worked with viewers for this category. Interestingly, it has also stayed away from the usual shots of showing people walking out with clothes or trying on new garments, and instead presents fashion as an attitude.

Tone of Voice
Funny

Verdict

Don’t just check the expiry date of your medicines or masalas; perhaps it is time to also check the expiry date of your wardrobe! Fynd enters the competitive world of e-commerce advertising with a cute campaign that definitely hooks the viewer onto its captivating storyline.

Also Watch:

Although this is the brand’s first TVC, Still Stuck with the Old? is Fynd’s second campaign overall — its first campaign Ab Duniya Puchegi Kaha se Liya? was digital-only and tried to establish Fynd as a house for fresh fashion through a rather ho-hum digital ad that missed the punchline and lacked creativity.
In comparison, this ad may work better with its consumers and connect with the TV viewing audience. Kudos to the execution and acting, which helps to bring out the brand’s message effectively and keeps the humour quotient of the film alive. Unlike other e-commerce ads of recent times, Fynd does not go down the usual route of talking about itself or its offerings at all in the entire ad film. Only as the ad culminates, does one realise that the campaign is for Fynd.

While an interesting route to attempt, there is a possibility of it going against the brand given that it is the first TVC and Fynd needs to establish itself as a brand. Will not mentioning a brand in the better half of the ad film be a make-or-break? Fynd is a late entrant in the e-commerce advertising space, which has grown far competitive in its presentation. The brand will have to do much more than just evoke a laugh if it needs to catch up!
Rating: 6/10

@chandni_mathur

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