Campaign: No kidding. No worries
Brand: Flipkart
Company : Flipkart.com
Agency: Happy Creative Services
The campaign: In this campaign, the online mega store is speaking to its target group on why Flipkart is the best online destination to shop. Three films feature kids who look, behave and talk like adults.
The first film titled ’30-day replacement guarantee’ opens in a coffee shop with two friends seated at a table. The boy with long hair is busy buying an MP3 player online from Flipkart. When his friend asks what if the device comes damaged (because of mishandling during delivery), he responds by saying that it never happens once you shop at Flipkart. He adds that even if such a situation comes, the company will replace the product. The ad ends on a hilarious note with the shopper telling his friend that the first song on his MP3 player will be Ring-a-ring of roses.
The second film has two girls chatting about beauty treatments at a salon. One of the girls wants to buy a laptop and seeks her friend’s advice who recommends Flipkart. The prospective shopper makes it clear that she’s looking for genuine products. Her friend who has got all this information from her boyfriend reassures her that she will get original products with original warranty.
The last film titled ‘Cash on delivery’ opens with two colleagues chatting next to a coffee vending machine in their office. One of them starts talking about how someone known to him by the name of Sagar is scared of making payments online. His colleague tags such an attitude as ‘old school’. Soon the boy who started the conversation shares how Flipkart helped Sagar buy a mobile phone by opting for cash on delivery. When asked by his colleague about Sagar’s identity, he reveals that Sagar is the name of his father. All three films end with the tagline No Kidding, No Worries.
Our Take: India’s e-commerce industry stands at $10 billion and most of the players in the segment are on an expansion mode. Apparently all these companies are faced with the challenge of positioning themselves distinctly in this cluttered environment. While Flipkart’s first ad film (launched early this year) tried to establish the company’s expertise as the biggest online book seller, the new campaign shows how the online store, with more products to offer, is taking up initiatives to build credibility with the Indian consumers. All the films not only voice the concerns of an online shopper including hesitation about sharing financial details and fear of not getting genuine products, but captures how Flipkart is able to address these successfully by creating a good user experience. All the films are woven by a common thread of ‘humour’ and that’s instrumental in driving the message home. Also, the entire cast gets full marks for creating some rib-tickling moments.
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