The e-commerce giant Flipkart is out with its first communication after the recent brand revamp. A new digital video ‘Flipkart Wish Chain’ conceptualised by Lowe Lintas, incorporates the fresh brand identity and it speaks about the wish fulfilling capabilities of the brand. It will be followed by a TVC which will be an edited version of the 2:30 minute long digital video in a week’s time.
Talking about the brief of the new digital campaign, Rajesh Ramaswamy, Executive National Director, Lowe Lintas and Partners said, “We had to highlight that an order is not just an order but a wish every buyer has before ordering it. There is a lot of effort which goes behind every order and thus the deep rooted reason is pure emotional. So our work was how to communicate this thing in an interesting manner.”
Commenting on the length of the video, he added, “It could have been longer as well, till the time it holds on to the interest of the viewers. The reason we went ahead with the 2 and half minute duration is because it went with our story line.”
Giving his views on the campaign, Gautam Mehra, Business Head-Social Media Division at iProspect Communicate 2, liked the concept of the ad and feels that the brand is in the right direction. “However, the duration is a bit too long and #AbHarWishHogiPoori has only 180 tweets in the last 3 days, so there should have been more conversations on the platform. They should ideally have the influencer approach to unravel the deeper interpretation of wish by engaging the audience,” he cited.
The video in four days, has clocked more than 1.2 million views on the brand’s YouTube channel. Ramaswamy also pointed out that the future communication of the brand will take forward the proposition of ‘making every wish come true’.
The new logo for Flipkart has been conceptualised and designed by their internal design team and an external agency called Umbrella Design. The new brand identity represents Flipkart’s vision of commerce in India by reinstating its focus on the mobile platform. The 3D design and contrasting colour palettes in the new logo helps break the clutter and stands out on the mobile platform. The new refreshed personality of the brand will reflect in all forms of the company’s messaging and engagement with customers.