Flipkart for women who 'have everything and still nothing to wear'

Flipkart has launched a campaign titled "When you have everything and still nothing to wear", to launch its women's lifestyle category. Conceptualised by Happy and produced by Nirvana Films, the campaign idea stems from the insight that no matter how many clothes women have in their closet, they still end up feeling they don't have enough.

The women's category launch campaign is a departure from Flipkart's inimitable kids who have become their brand identity.

The brand has also created an original track for this campaign, which is sung by Mili Nair of Coke Studio fame. The music is composed by Kunal Kulkarni and the film is directed by Kishore Aiyyar of Nirvana films.

"The fashion vertical is strategically very important to us. We started building it this year and are already close to a leadership position in the online space. There is still immense scope for us to get more women shoppers to the site. To this end we have revamped the look and feel of this section on the site and also put together a large selection of relevant products and verticals. The campaign is a creative culmination of all these efforts and communicates our offering in a manner every woman can instantly identify with," said Ravi Vora, Senior VP-Marketing, Flipkart.

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"Women are always an interesting audience. From a campaign perspective we thought it was an interesting opportunity to do something charming and specific for women. The song was an opportunity to create original branded content," added Kartik Iyer, CEO, Happy.

The campaign shall be led by a film across digital networks with Print, OOH and cinema support.

Credits:

Agency - Happy, Bangalore

Creative Directors - Kartik Iyer + Praveen Das

Copy - Stephanie Fernandes

Art - Vjay Kanagamathinathan

Account Management - Ajay Kumar

Director - Kishore Iyyar

Production House - Nirvana Films

Executive producer - Manjeet Bawa

Producer - Harsha Raut