Flipkart celebrates women’s lifestyle with latest campaign via Happy Creative Bangalore
Flipkart has launched its women’s lifestyle category with a campaign titled “when you have everything and still nothing to wear”.
Targeted purely at women, the campaign idea, created by Happy Bangalore, stems from the simple insight that no matter how many clothes women have in their closet, they still end up feeling that they don’t have enough.
The women’s category launch campaign is a departure from Flipkart’s inimitable kids who have become their brand identity.
Ravi Vora, Sr. VP, Marketing, said, “The fashion vertical is strategically very important to us. We started building it this year and are already close to a leadership position in the online space. There is still immense scope for us to get more women shoppers to the site. To this end we have revamped the look and feel of this section on the site and also put together a large selection of relevant products and verticals. The campaign is a creative culmination of all these efforts and communicates our offering in a manner every woman can instantly identify with.”
The brand has created an original track for this campaign film and the full song will be available as a free download. The number is sung by Mili Nair of Coke studio fame and the music is composed by Kunal Kulkarni. The film is directed by Kishore Aiyyar of Nirvana films.
“Women are always an interesting audience. From a campaign perspective we thought it was an interesting opportunity to do something charming and specific for women. The song was an opportunity to create original branded content.” said Kartik Iyer, CEO, Happy.
Credits – Creative Directors: Kartik Iyer, Praveen Das. Copywriter: Stephanie Fernandes. Art Director: Vjay Kanagamathinathan. Account Management: Ajay Kumar. Director: Kishore Iyyar. Production House: Nirvana Films. Executive Producer: Manjeet Bawa. Producer: Harsha Raut.