Platforms Featured South Asia

Flipkart unveils new brand promise, launches new ‘superhero’ avatar

Bengaluru, India – India’s homegrown e-commerce marketplace, Flipkart, has unveiled its new brand promise ‘Super products at super prices with super speed’. To communicate this fresh approach, the brand has launched a new campaign, bringing Alia Bhatt in the avatar of a ‘FlipGirl’, the ‘superhero’ protagonist for the Indian shoppers seeking a saviour to affirm their ‘wishlist’.

Dressed in a cape with Flipkart’s signature blue and yellow colours, ‘FlipGirl’ has a sharp eye to avert any danger and help people in need. While saving them from dangers, she also saves the day by offering them advice to shop on Flipkart.

The campaign aims to communicate Flipkart’s commitment to democratising e-commerce and premium brands, making them accessible through faster delivery across the country, establishing itself as the go-to destination for consumer needs. It also brings forward the fact that products across categories, including mobiles and electronics, fashion and lifestyle, home accessories, and beauty, are made available conveniently and delivered to customers’ doorsteps across the country. 

Dushyanth Jayanty, vice president of marketing at Flipkart, noted that since its inception, Flipkart has promised and delivered a great selection at fantastic value delivered at speed, and this has only gotten stronger. 

“This is what we wanted to remind shoppers of – they can count on Flipkart to save their day. ‘FlipGirl’ embodies this for us, and Alia Bhatt’s fantastic skills have brought that to life. So next time, users do not have to compromise on selection or speed to get fantastic value – they can listen to FlipGirl and just shop on Flipkart,” said Jayanty. 

Meanwhile, Hemant Badri, SVP and head of supply chain at Flipkart, said, “ As the festive season kicks in, customers across the country are looking for a companion who can help them answer their need for fast delivery without compromising on product quality and selection. Our robust tech-enabled supply chain will ensure 1-hour delivery to same-day delivery across pin codes, and the FlipGirl concept communicates that to millions of customers across the country.”

Moreover, Flipkart has devised a 360-degree campaign, which was conceptualised by McCann World Group, with a judicious mix of channels to reach its dynamic set of consumers in multiple languages across demographics.