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 at flipkart.com. In short, build trust for the
brand.


Research insights

We found that there were two categories of people we needed to speak to:
a) Those who were already transacting online for tickets on sites like IRCTC and travel sites, but were not
shopping for physical goods.
b) Offline shoppers people who were sceptical about transacting online 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 in the 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), easy replacement policy, and the fact that they only dealt in original products 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 battle the demons of e-commerce itself.
Basically, grow the category.

The thought process behind the creative:
We knew we were pretty much talking to everybody. In some way we had to voice the concerns in the
minds of the consumers. So we chose a classic question / answer format that allowed people to
recognize their own fears in every piece of communication. Since we were there to build trust, the
choice to go ahead with children was almost unanimous, as they are the only ones who trust
unconditionally. So we had a format and we had kids, all we needed was a little touch to make it clutter-
breaking. So we decided to get the kids to behave like adults and gave them adult voices, which took the
experience of watching the commercials to another level. After all, we wanted to tell everyone after
every piece of communication that there was no need to have any fear when it comes to shopping on
Flipkart.com. No kidding. No worries.


Media vehicles chosen
TV, Print, Outdoor, Digital.

Key issues kept in mind while executing the ad:
Getting the performance right was key. We didnt want it ending up like a spoof or have the kids trying
to act like adults. The kids came through like magic. Their performances are there to be seen and
appreciated. Full marks to Aiyappa the director and Footcandles the production house for their
commitment and efforts. Special mention to Shaun who trained the kids with workshops prior to the
shoot, and kept them in great spirits through the entire schedule.

Does the treatment do justice to the brief?
The campaign definitely did justice to the brief. I am not sure if a treatment is expected to do justice to a
brief. If i understand your question right, yes it definitely helped people to watch the communication
repeatedly, to the point that they not only recalled everything that Flipkart was trying to communicate
but also the dialogues from everyone in the films.

What according to you is the differentiating factor about the ad?
The kids acting like adults and speaking in adult voices definitely made 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 crossed a million views on YouTube alone
within two weeks, streaming on channels 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 found its way back into common parlance and comments on Facebook.
The campaign featured among the five most recalled campaigns of the festive season.
It also featured in the most recalled campaigns of 2011 in polls conducted by Financial Express, Business
Line, Afaqs, Campaign India and FHM, among others.

Results:
1. The website traffic, orders and revenue all doubled post the campaign. In August Flipkart was clocking
Rs 30 cr/month. By the end of the campaign they clocked in excess of Rs 60 cr each month.
2. Website traffic jumped to 100 lakh visits per month and 1000 lakh page views.
3. Flipkart is now among top 30 sites in the country ahead of eBay (Alexa rankings) and the largest e-
commerce (physical goods) player in the country.
4. Today Flipkart ships close to 30,000 items every day ie 17 items every minute.
5. The campaign was skewed towards the new electronics categories whose contribution went up from
40 percent to 60 percent in the two months of the campaign.

Campaign Credits:
Client flipkart.com
CEO Sachin Bansal
VP Marketing Ravi Vora
Agency Happy Creative Services
Creative Directors Kartik Iyer / Praveen Das
Copywriter Naren Kaushik
Art Director Anuja Singhal
Acct Management Ruchika Chaudry / Neelima Kariappa
Strategy Ravi Bhat
Production House Footcandles
Director Aiyappa
Exec Producer Anand Menon
Producer Amaerjeet Phukan






http://www.indiantvc.in/2012/04/new-flipkart-three-generations-ad.html
Flipkart Ad Campaign is back with their famous Child acting as adults ad. The Ad again works very well and kids
perform at their best.



Flipkart is quite smart as it covers all the aspects/doubts/FAQ of online shopping in a 40 second video keeping it
funny at the same point.

Few examples are :
1. At 00.16 the Grandfather explains what Online Shopping is ?
2. Free delivery at Home with no extra charges.
3. At 00.21 What you see is What yo get (WYSIWYG) from Flipkart.

The best part comes at the end where the wife says to husband "Shaadi se pahle bhi aapk ka sirf photo hi dekha
tha". There comes the million dollar expression from the Kid enacting as Husband with few giggles from Grandfather
and Son !



Flipkart.com launches new ad campaign

Indiantelevision.com Team

(7 April 2012 8:38 pm)

MUMBAI: Indian e-commerce company Flipkart.com has launched a new marketing
campaign with the tagline- 'shopping ka naya address'.
Created by Happy Creative Services, the campaign aims to take online shopping to a
wider audience, beyond metros. The campaign focuses on driving home some of the
advantages of shopping on Flipkart like guarantee of original products, cash-on-delivery
and the 30 day replacement policy.
Flipkart has chosen the IPL as the launch vehicle of the campaign.
Flipkart VP-marketing Ravi Vora said, "So far we were addressing a target group that had
already shopped online and was aware of its nuances. Now, to further expand the
consumer base, we are going to an audience that hasn't experienced online shopping at
all. The objective here is to build basic awareness about online shopping, apart from
reinforcing the benefit of trust and reliability."
Happy Creative Services CEO Kartik Iyer added, "It's always a challenge to do a follow up
to a campaign that's been loved and spoken about. I think we have managed to do that
pretty well taking the experience to a new level without diluting the message or
alienating the new-to-ecommerce audience."




http://www.indiadigitalreview.com/news/flipkart-launches-new-tv-ad-campaigns
FlipKart.com has launched a new marketing campaign with a tagline of Shopping Ka Naya Address, this
campaign intends to take online shopping to a wider audience especially consumers from non-metros.
Carrying forward the concept of kids as adults, these ads will focus on driving home some of the key
advantages of shopping on FlipKart. FlipKart has chosen the IPL as its launch vehicle.
So far we were addressing a target group that had already shopped online and was aware of its
nuances. Now, to further expand the consumer base, we are going to an audience that hasnt
experienced online shopping at all. The objective here is to build basic awareness about online shopping,
apart from reinforcing the benefit of trust & reliability, said, Ravi Vora, VP, Marketing, FlipKart
Kartik Iyer, CEO, Happy Creative Services, the agency that created the campaign, said, It's always a
challenge to do a follow up to a campaign that's been loved and spoken about. I think we have managed
to do that pretty well taking the experience to a new level without diluting the message or alienating the
new-to-ecommerce audience.