In the field of e-com ads, we can see a healthy break that influences quick commerce is visible.
In the new Flipkart ‘Three-ad-campaign multiverse’, sometimes your priorities seem to matter more than your safety. Imagine undergoing a road accident but only seeing your smartphone in near pieces. At this point, who would care about being alive when you now own a smartphone that is of no use?
Now, imagine an ad that tells its viewers that they can now find the best smartphones on Flipkart without compromising their safety.
Alia Bhatt, brand ambassador, dons a superhero costume to save the day in each of the three spots. This unique ad is now welcomed by everyone.
When asked about this, Sambit Mohanty, head of creative, South, McCann WorldGroup India, says, “Initially, we had the choice of using Alia as just a regular celeb supporter. But then, our quirky, fun brand tonality, combined with some unique product offerings, led us to the idea of her as a ‘Flip Girl’. A superhero who dashes to your rescue in many ways, with Flipkart”.
Prasoon Joshi, Chairman of APAC, CEO, and CCO, McCann WorldGroup India, adds to it saying, “Flipkart has always struck a chord with audiences with its communication, and we value this partnership. With its innovative approach, this campaign will add a new dimension to the relationship between the brand and the audience.”
Alia Bhatt as a Flip Girl may have saved the day thrice and when the survivors rue their lost goods, she, like a kind-hearted savior, soothes them with two claims:
One, you get to choose from the top brands on Flipkart.
Two, one-hour delivery for phones and beauty brands, and one day for televisions
It is the latter part that caught our eyes and ears because using the carrot of speedy delivery has always been the feature of quick commerce brands.
In June 2022 Business Standard article, Smrithi Ravichandran, VP, head of the grocery at Flipkart, says as per studies, customers are fine with that delivery period, instead of 15 minutes, if the quality of the product is not affected by it.
But to see a mainstream online marketplace focusing on delivery speed is interesting.
In the campaign’s press release, Hemant Badri, senior VP & head of supply chain, Flipkart, says, “Flipkart’s robust supply chain is established across the country, where products have received from the seller, and then packed and delivered safely to the customers.”
Now Flipkart users don’t have to compromise on their selection or speed to get fantastic value – they can just listen to Flip Girl and just shop on Flipkart!
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