no kidding with flipkart

7/28/2019 No Kidding With Flipkart

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No kidding with Flipkart

Kartik Iyer, CEO, Happy Creative Services

Name of the Campaign/Ad:

No Kidding. No Worries. Flipkart.com

The Brief :To convince people that it was safe and hassle-free to shop atflipkart.com. In short, build trust for the brand.

We found that there were two categories of people we needed to

speak to:a) Those who were already transacting online for tickets on siteslike IRCTC and travel sites, but were not shopping for physicalgoods.b) Offline shoppers people who were sceptical about transactingonline itself.

We found the common thread between them to be lack of trust,and both groups had common fears:

a) Fear of losing their money by having to pay upfront.b) Unsure about quality of products and their warranties.c) Fear of not having a place to replace / exchange a product inthe event of a problem, if any.

Flipkart already had the solutions to the above problems in place,ie multiple payment options (including cash on delivery), easyreplacement policy, and the fact that they only dealt in originalproducts that came with original warranties. All we had to do was

go out and tell the world that theres nothing to worry about.

Being the first mover, we were clear that Flipkart needed to battlethe demons of e-commerce itself. Basically, grow the category.


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The thought process behind the creative:

We knew we were pretty much talking to everybody. In someway we had to voice the concerns in the minds of the consumers.

So we chose a classic question / answer format that allowedpeople to recognize their own fears in every piece ofcommunication. Since we were there to build trust, the choice togo ahead with children was almost unanimous, as they are theonly ones who trust unconditionally. So we had a format and wehad kids, all we needed was a little touch to make it clutter-breaking. So we decided to get the kids to behave like adults andgave them adult voices, which took the experience of watchingthe commercials to another level. After all, we wanted to tell

everyone after every piece of communication that there was noneed to have any fear when it comes to shopping onFlipkart.com. No kidding. No worries.

Key issues kept in mind while executing the ad:

Getting the performance right was key. We didnt want it endingup like a spoof or have the kids trying to act like adults. The kidscame through like magic. Their performances are there to be

seen and appreciated. Full marks to Aiyappa the director andFootcandles the production house for their commitment andefforts. Special mention to Shaun who trained the kids withworkshops prior to the shoot, and kept them in great spiritsthrough the entire schedule.

Does the treatment do justice to the brief?The campaign definitely did justice to the brief. I am not sure if atreatment is expected to do justice to a brief. If i understand your

question right, yes it definitely helped people to watch thecommunication repeatedly, to the point that they not onlyrecalled everything that Flipkart was trying to communicate butalso the dialogues from everyone in the films.


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What according to you is the differentiating factor aboutthe ad?The kids acting like adults and speaking in adult voices definitelymade the campaign stand out. The little touches of subtle humour

only added to repeat value in viewership.

Market and client feedback:The campaign was appreciated without prejudice by consumers,marketers and industry peers alike.The commercials went on to become a viral success, and crosseda million views on YouTube alone within two weeks, streaming onchannels that were not owned by Flipkart or the agency.People actually started recalling the dialogues from the

commercials in normal conversation. Thats a classic, has foundits way back into common parlance and comments on Facebook.The campaign featured among the five most recalled campaignsof the festive season.It also featured in the most recalled campaigns of 2011 in pollsconducted by Financial Express, Business Line, Afaqs, CampaignIndia and FHM, among others.

Results:

1. The website traffic, orders and revenue all doubled post thecampaign. In August Flipkart was clocking Rs 30 cr/month. By theend of the campaign they clocked in excess of Rs 60 cr eachmonth.2. Website traffic jumped to 100 lakh visits per month and 1000lakh page views.3. Flipkart is now among top 30 sites in the country ahead ofeBay (Alexa rankings) and the largest e-commerce (physicalgoods) player in the country.

4. Today Flipkart ships close to 30,000 items every day ie 17items every minute.5. The campaign was skewed towards the new electronicscategories whose contribution went up from 40 percent to 60percent in the two months of the campaign.


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The e-commerce portal has returned with a television campaign which aimsto educate consumers about the ease of shopping on Flipkart, which offersguarantee of original products, cash-on-delivery and a 30-day replacementpolicy. Through the campaign, Flipkart targets a new set of consumers,mainly people who have not shopped online yet.

Online e-commerce companies took television screens by storm last yearas they advertised about the various things, from books to householdgoods and electronic items that can be purchased online. Amongst them,Flipkart cast an effective impression, thanks to its interesting television

campaign. The series of films featured children acting like adults anddiscussing how various things can be easily bought from Flipkart. TheTVCs ended with the tagline, 'No kidding, no worries'.This year, the e-commerce portal has launched a campaign that aims toeducate consumers about the ease of shopping on Flipkart. The campaignhighlights the advantages offered by the portal, including guarantee oforiginal products, cash-on-delivery and 30-day replacement policy. Throughthe campaign, Flipkart targets a new set of consumers, mainly people whohave not shopped online yet.

Conceptualised by Bengaluru-based Happy Creative Services, the twotelevision commercials showcase two different set-ups. The first one, titled'Three Generations', shows a family collecting a courier delivery.

The second TVC, titled 'Replacement', shows a husband complainingabout a faulty DVD player which was bought from Flipkart.
http://www.afaqs.com/advertising/creative_showcase/index.html?id=34594&media=TV&type=Indianhttp://www.afaqs.com/advertising/creative_showcase/index.html?id=34595&media=TV&type=Indianhttp://www.afaqs.com/advertising/creative_showcase/index.html?id=34594&media=TV&type=Indianhttp://www.afaqs.com/advertising/creative_showcase/index.html?id=34595&media=TV&type=Indian


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Ravi Vora, vice-president, marketing, Flipkart, says, "So far, we addresseda target group that had already shopped online and was aware of itsnuances. Now, to further expand the consumer base, we are going to anaudience that hasn't experienced online shopping at all. The objective hereis to build basic awareness about online shopping and also reinforce thebenefits of trust and reliability."

Interestingly, the creative agency has retained the original concept ofportraying kids as adults, an idea which was liked earlier but now couldlead to viewer fatigue. Kartik Iyer, CEO, Happy Creative Services, reasons,"We have taken a certain brand language forward. Considering that theconcept did so well, we strongly felt that it had more life. Also, the currentcampaign is targeted at a different audience - those who don't buy anythingonline. You will notice that the campaign is all Hindi and is set in a moremiddle class surrounding. The media plan, too, is skewed to GECchannels, whereas the earlier campaign was only on niche channels. Westrongly believe a large audience will see the brand and the campaigntreatment for the first time."

On changing the tagline from 'No kidding, no worries' to 'Shopping ka nayaaddress', Iyer says that the campaign aims to make Flipkart a preferredshopping destination. "The double edged nature of the line works tosuggest www.flipkart.com as the new address for shopping and home asthe best place to shop from," adds Iyer.

Getting the act right!

Interestingly, the new campaign has evoked two sets of reactions. Whileone group believes that the same set-up has led to lack of freshness, theother group is of the opinion that the portal has hit the right code onceagain.

Shiveshwar Raj Singh, group creative director, Draftfcb Ulka, says, "Thefirst time we saw two kids having a real grown up discussion for Flipkart, itwas novel, charming and wonderfully tied up by the line 'No kidding, no

worries'. This round, which continues the campaign, suffers a little becausefirst, the novelty's worn off, and second, the dialogues are not half as nicelycrafted. Also, 'Shopping ka naya address' has nothing to do with makingonline shopping child's play. The first series had a memorable line - 'That'sa classic'. This follow-up series, sadly, is not."

no kidding with flipkart

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