Online retailer Flipkart.com, had recently launched a new TVC to communicate about their foray in the fashion and lifestyle segment to masses. Though Fashion and Lifestyle products are available on the website from past couple of months, and this TVC seems to be the flipkart’s marketing strategy to now capitalize on it.
Flipkart had introduced fashion and lifestyle category in three phases, i.e. it introduced men’s category in October of 2012, women’s clothing in February this year, whereas the Kids category was launched a couple of weeks back.
The campaign was first released as a teaser on TV and social media channels with the message ‘Fashion has a new address’, without mentioning of brand or the logo from 27th April and the main campaign has started airing from May 4. Like other campaigns of Flipkart, this campaign continues with the kids theme, but focuses exclusively on the category.
To make the campaign more popular among the people a contest was also conducted on Facebook from an anonymous page announcing daily prizes for people who could guess the brand, this was to get an idea of brand recall and brand association of the campaigns. The social media campaign witnessed close to 3000 people participating in the contest in over three days. The campaign is also expected to go live on print, outdoor, social and digital mediums as well.
For the fact that online shopping experience in lifestyle category is quite different from other categories, Flipkart has gone through a number of changes on the website which include change in the look and feel and introduction of brand stores where customers can shop directly from brands.
Flipkart had already created a user base in categories such as books, consumer electronics and still being a new entrant in fashion and lifestyle, it aims to develop new focus and gain the share of consumer spendings in this category.