Flipkart, India’s e-commerce marketplace, has launched the 9th edition of the ‘India Ka Fashion Capital’ campaign in a new avatar, focused on being the perfect place to live.
The fashion industry in India has changed in countless ways over the past year, as consumer demand continues to evolve at a time when the definition of ‘needs’ itself is constantly changing. For many people, the past year has created a moment of “contemplation and rethinking” as they look at their fashion needs with a different lens.
With more people staying at home safely, the epidemic has revolutionized and brought millions of new customers online to feel fashionable through e-commerce, not only in major cities but also in smaller districts and cities.
The new campaign showcases the Flipkart Fashion experience through a mix of media, using stylish fashion images and targeted interactions across various sub-segments of consumers through short-form video ads in the campaign.
Along with Bollywood’s favorite couple Ranbir Kapoor and Alia Bhatt, the campaign encourages customers to not only improve their wardrobes in fashion but also everything else that includes their daily lifestyle from beauty and personal care to home decor and decoration.
After the wedding season, the new campaign showcases the latest ethnic-inspired fashion and unusual selection of home and decorating furniture, aimed at aspiring customers who may be festive when it comes to online shopping.
Considered a joint venture with the McCann World team, this campaign really captures Flipkart’s theme of being Indian Fashion Capital which offers unparalleled breadth, quality, price, and access to a wide variety of products.
Commenting on the campaign, Prasanth Naidu – Director, Marketing, Flipkart, said, “Flipkart has a strong understanding of customer needs, which has helped us deliver the best – middle-class contributions and age. Today’s consumers prefer to live an affordable fashion lifestyle.
“Today’s consumers prefer to live a life that is easily accessible and driven by value. Through this campaign, our goal is to establish Flipkart as a unique living space that meets diverse needs and attracts diverse people across the country. We have guided and encouraged them to see Flipkart as the only place to get out of all their lifestyle needs, “he added.
The campaign has been live on television and digital for 14 weeks. Located on college campuses, these TVCs are aimed at young people with high fashion ambitions that are emerging but their skepticism is sometimes at odds with their ambitions.
TVC features the characters portrayed by Ranbir and Alia as college friends, showcasing their exciting relationship with their amazing professors.
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