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Marketing Featured South Asia

Flipkart’s new campaign invites customers to give their homes a makeover

Bengaluru, India – Flipkart has released a new home-centric campaign, which invites its customers to give their homes a makeover through its showcase of home products in store. Flipkart aims to reach customers across the country, offering them the ease of shopping premium brands at an affordable price.

The campaign has brought on board an array of the best possible finds with carefully curated home inspiration to make brick and mortar buildings feel like home. The latest collection features products including bedsheets, curtains, showpieces, plants, cutlery, cookware, home improvement tools, among others. 

In addition, the platform is running the influencer campaign called ‘Home Flipover’ with influencers such as Chef Karishma Sakhrani, Aayushi Bangur, Bahaar Dhawan Rohatgi, Ashwiinii Dongare Banga and Chef Kirti Bhoutika joining.

Speaking on the launch, Kanchan Mishra, senior director of consumables (FMCG), general merchandise and home at Flipkart, said, “The recent hybrid work model has encouraged customers to rethink life at home as it has become the place where they spend most of their time. Eventually, it has made them redecorate and enhance the look and feel of their homes. This trend is here to stay as people are spending more time at home than they were before.” 

She added, “At Flipkart, our prime focus is to drive value for our customers on the best quality products. To diversify our product portfolio and make Flipkart the go-to destination for all things home, we have handpicked products from branded and premium range to homegrown D2C brands. Now, the home makeover can be a spontaneous plan with a wide range of selections available on the platform.” 

The new campaign comes just days after the recent campaign launch for their loyalty program ‘Supercoins’.

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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.

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Marketing Featured South Asia

Flipkart launches new ad films under ‘#BachonKaKhel’ campaign to highlight benefits for sellers

Bengaluru, India — Flipkart, India’s homegrown e-commerce marketplace, has launched three new ad films under its ongoing campaign entitled #BachonKaKhel to highlight the industry-first benefits and policies introduced for 4.2 lakh sellers.

In April, Flipkart introduced a slew of marketplace policy changes and new capabilities under Flipkart EDGE, as a part of its ongoing efforts to build an inclusive e-commerce ecosystem and contribute to the growth, prosperity, and empowerment of its sellers. The benefits include a 10-minutes hassle-free onboarding process, easy listing on the Flipkart marketplace with artificial intelligence-based innovations, and fast payments in 7-10 days. The #BachonKaKhel campaign amplifies these offerings to drive awareness among sellers about the ease of doing business on Flipkart.

Conceptualized by Art-E MediaTech, in phase 3 of the Bachon Ka Khel campaign, the films are set around crucial seller touchpoints where Bijendra Kala, now established as an expert Flipkart seller in the campaign’s films, motivates other sellers with the benefits of taking their business online through Flipkart.

The film showcases benefits such as getting the fastest payments in the industry; ease of onboarding in 10 minutes, and listing and cataloguing through an entertaining demo by the child artist Divyansh Dwivedi.

Jagjeet Harode, senior director and head of marketplace for Flipkart, said, “As a homegrown e-commerce marketplace, we are constantly innovating and bringing new solutions to empower our seller partners from across the country.”

Harode adds, “In this digital commerce era, we want to handhold and nurture MSMEs from Tier-2 and Tier-3 cities, who are ambitious and are looking to unlock their growth potential. Through the ‘Bachon Ka Khel’ campaign, we aim to educate the seller community about the ease of doing business with Flipkart in a simple and efficient manner.”

Meanwhile, Rohit Sakunia, co-founder and chief business officer of Art-E MediaTech, shared, “For us, the task at hand was to retain the impact and relevance of the characters and their roles as portrayed in the first two series of Bachon Ka Khel campaign. At the same time, we wanted the viewers to feel the air of change in not only the e-commerce platform but also in the way it positively impacts the sellers.”

Sakunia elaborates that with a fresh set-up and more new characters than the previous ones, the films are a whole new story of the way the Flipkart Seller Hub is changing the dynamics of online selling in India by placing the seller and entrepreneur community in the centre of focus of these innovations.

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Platforms Featured South Asia

Flipkart launches in-house innovation capability ‘Flipkart Labs’

Bengaluru, India Digital commerce giant The Flipkart Group has announced the launch of Flipkart Labs, to build and create technology-based solutions and plans to foray into Web3 and Metaverse. Based out of its headquarters in Bengaluru, India, Flipkart Labs will fast-track an in-house innovation capability with a vision to propel and shape the future of customer-centric e-commerce in India

The company said the Innovation Lab will enable Flipkart and its group companies to test exciting new Web3 and Metaverse use-cases with real-world applications, including NFT-related use-cases, and Virtual Immersive Storefronts, Play to Earn, and other Blockchain-related use-cases. 

The Innovation Lab will also serve as a vehicle for innovative research across areas including redefining customer experience, logistics/supply chain, and accelerating digital commerce in the future. Flipkart Camera, formed after the acquisition of AR/VR startup Scapic in November 2020, has since deployed multiple 3D and Augmented Reality-based immersive shopping experiences and will continue to mature under the newly formed Flipkart Labs umbrella. 

Jeyandran Venugopal, chief product and technology officer at Flipkart, said that Flipkart innovation in e-commerce in India made it an integral part of their lives. This has been possible with many innovative initiatives over the last decade such as Cash On Delivery (CoD), Easy Returns, No Cost EMI, and more. 

“As we continue to grow and experiment, we will operate at the intersection of business and technology to make innovation real and relevant for customers. With Flipkart Labs, we are looking at strengthening our in-house innovation capabilities by carving out a dedicated, entrepreneurial team and look forward to bright and curious minds joining us to transform the way India shops,” Venugopal said. 

Flipkart Labs will be housed in the Product Strategy & Deployment (PSD) arm of the Flipkart Group and will work with talent building technology solutions in this space. It will also look at potential collaborations beyond the organization with brands, merchants, startups, and technologists. 

Naren Ravula, VP and head of product strategy and deployment at Flipkart Labs, commented, “We are in the early days of a paradigm shift from Web2.0 to Web3.0 and this evolution of the web/internet built on the concepts of decentralization, openness, and greater user utility, will have a profound impact across many areas including e-commerce. 

“Web 3.0 is poised to play a strong role in India`s digital acceleration. We are committed to the growth of the e-commerce ecosystem in India and Web 3.0 leverages the best of the latest technology like blockchain for real-world use cases that can digitally transform businesses like ours,” Ravula added.