Campaign:Iss Mein Hai Kisi Ki Khushi
Brand: Flipkart mobile app
Company: Flipkart
Agency: Lowe Lintas Bangalore
The Ad
The two films show how Flipkart mobile app helps bring smile on people’s faces. In one of the films is seen a little girl who is distressed for not being able to participate in a dance show because she doesn’t have a red dress. Her cousin, on knowing the reason behind her unhappiness, orders the dress through the Flipkart shopping app. And the little girl’s face brightens up.
In the other ad, while at a friend’s wedding, a girl realizes she has lost her luggage. A young man at the wedding overhears her distress call and instantly solves her problem by ordering a dress again through the Flipkart app. The small gesture sparks off a strong chemistry between the two.
Our Take
Flipkart has many firsts to its credit. Though it wasn’t the first ever e-commerce venture in the country, it was indeed one player that played a crucial role in turning e-commerce a household phenomenon in India. It was the first e-commerce company to advertise on TV. Flipkart launched the mother of all sales in the country under the Big Billion Day banner. Now again, it has come up with its first ever ad promoting its mobile application.
The script and the narrative are pretty straight with no twist or interesting angle to them. The ad, however, successfully showcases the convenience that the app stands for. Technology is still a scary proposition for most customers. Mobile phones may have become a regular affair in lives today but most of us fear using new apps. More than anything, the thought of going through a complicated process to download and use an app is a deterrent for most customers. This ad successfully shows how simple it is to use the app in question. It introduces the idea of ordering goods and services by simply moving a few fingers on the device on one’s palms. When the idea is to highlight the convenience factor, it is probably right to keep the story line simple and keep the focus on the ease of using the app.
The ad’s tagline of Iss Mein Hai Kisi Ki Khushi, fits in well with the overall script that captures the joy of fulfilling a loved one’s wish and bringing a smile on their face. The effort to make someone happy and the immediate result are two emotions that will find a universal appeal among audiences. The creative brief given to the agency was to come up with a story that showcases a new way of shopping, and highlights the ease and the convenience involved in the process. The agency has done a good job as far as that goal is concerned.
