Constant communication is a must for the survival of any brand. Hence, this is also a reason why companies invest millions of dollars in creating the right brand tonality backed by a marketing strategy which helps to remain in the minds of consumers. In our weekly Campaign Decoded series, industry experts highlight the unseen behind a campaign. Rakesh Krishnan, vice president and head of marketplace, Flipkart talks to BrandWagon Online about the conceptualisation, thought and more about the campaign. (Edited excerpts)
What was the thought behind the campaign?
The overarching thought behind the ‘Kuch Khaas Kamao’ campaign was rooted in a commitment to highlight how Flipkart brings together reliability, quick service, accessibility and trust for its customers on a single platform and how sellers can effectively leverage the Flipkart Seller Hub to not only grow their businesses but also celebrate the power of human connections and be a part of the customer’s journey.
During the first phase of the campaign, the narrative delved into the personal aspects of a seller’s life, portraying how the Flipkart Seller Hub positively influenced work-life balance and helped them gain more beyond monetary benefits. By emphasising the qualitative aspects, the campaign sought to convey that Flipkart’s role in sellers’ lives transcends beyond e-commerce. In the second phase of the campaign, there is a nuanced approach by placing sellers at the forefront of positive customer experiences. The narrative showcases the pivotal role sellers play in enriching the customer journey, portraying each purchase as an opportunity for sellers to build genuine connections with their customers. The aim was to position Flipkart not merely as a transactional platform but as a facilitator of relationship reliability between sellers and their customers.
Which agency has conceptualised the ad?
Our creative agency partner, Vector Brand Solutions has conceptualised the advertising campaign.
How do you intend to influence consumers with this campaign?
The ‘Kuch Khaas Kamao’ campaign seeks to influence consumers by conveying that every transaction on Flipkart is more than just a purchase, it’s an opportunity for sellers to be a part of the customer’s journey. The stories narrated in the ad films highlight the reliability, quick service, accessibility, and trust that Flipkart brings to its platform, encouraging consumers to view their interactions with sellers as meaningful connections. The campaign aims to build trust and emotional resonance, portraying Flipkart as a platform that not only facilitates transactions but also celebrates the power of human connections while being a part of the customer’s journey.
Which are the mediums you will advertise on and why?
We have leveraged key social media channels such as YouTube, Instagram, Facebook and LinkedIn to expand our reach digitally. Furthermore, the visual storytelling on these platforms enables targeting through narratives that resonate with specific audience segments.
By utilising a mix of these social media channels, we aim to create a comprehensive and cohesive campaign that resonates with a wide range of sellers and customers.