Flipkart TVC wants the nation to know
Updated: Here's the second TVC in the campaign.
Every once in a while we get an ad which goes truly viral. We're seeing more of this, as companies experiment with the potential of Youtube combined with the power of social media as a multiplier.
In the last few months, we've seen Lifebuoy (by Lowe Lintas) make a brilliant non-ad film. You can read what we said about this award winning piece of work here. The Lifebuoy film, uploaded in February, has received over 7 million views.
On the other hand, we've seen the ones that failed, like Daikin's Cool-a-school. The company promised, in May, that they would cool one school for every million views. As of today, they're at less than the half-of-one school mark.
The Lifebuoy film and the Daikin film have one thing in common: they were not created as ads which they hoped would go viral, but were created for YouTube + social media, with the creators believing that the concepts had a good chance of going viral. One did. The other didn't.
More from BrandsThe big bonus is if a piece of communication intended to be a part of the marketing strategy of the company goes viral. In such a case, media spends can be slashed, resulting in savings for the brand.
That's what the new commercial for Flipkart (by Happy Creative Services) looks like achieving. The ad takes a dig at current news television in India - and it's impossible not to make connections with the characters seen in the TVC and personalities on news TV.
As of now, 48 hours after this TVC was uploaded, it's reached almost 60,000 views. At this rate, the creators and the brand would be watching keenly and wondering whether they can start cancelling booked spots.
Great stuff from Happy for Flipkart once again.
Anant Rangaswami was, until recently, the editor of Campaign India magazine, of which Anant was also the founding editor. Campaign India is now arguably India's most respected publication in the advertising and media space. Anant has over 20 years experience in media and advertising. He began in Madras, for STAR TV, moving on as Regional Manager, South for Sony’s SET and finally as Chief Manager at BCCL’s Times Television and Times FM. He then moved to advertising, rising to the post of Associate Vice President at TBWA India. Anant then made the leap into journalism, taking over as editor of what is now Campaign India's competitive publication, Impact. Anant teaches regularly and is a prolific blogger and author of Watching from the sidelines.
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