All online players be it marketplace leaders, grocery portals or startups, understand the importance of offline advertising and connecting with potential buyers. So much so, that the growth of ecommerce companies has multiplied advertising industry’s revenue.
Since there is little that can differentiate a marketplace from another, marketing heads work hard to create standout and interesting ad campaigns to capture buyer’s attention.
Flipkart’s Human Stories to reflect diversity and common connect
Flipkart’s latest campaign #EveryoneOnFlipkart displays relatable stories that ‘happen to be ads’. It caters to the online site’s existing customers and appreciates their loyalty. And these real characters are making it easy for people to connect with the brand.
“At Flipkart, as the market leader, we believe that driving market development and accelerating adoption across different consumer segments is one of our key focus areas. The campaign, therefore, is a tribute to every Flipkart shopper across the country, an invitation to everyone else to start their online shopping journey with us and a reflection of our commitment towards organizing and democratizing retail in India,” shared Shoumyan Biswas, VP- Marketing, Flipkart.
Created by Dentsu Chutney, the campaign effectively delivers various messages – how Flipkart understand the needs of every consumer across gender, age & socio-economic status, how it is empowering local sellers, has deep reach, and offers wide variety of products.
“Brands today are storytellers. Stories are the real heroes and the brand stays in the background. This is what makes content share-worthy. For #EveryoneOnFlipkart, it was very important for us to capture India’s diverse cultural flavour. This made us partner with Gajraj Rao as our director. His deep rooted understanding of various cultural nuances coupled with his ability to tell a story in its simplest form is what made these films possible,” revealed Dentsu’s General Manager, Prashant Gopalakrishnan while speaking about the ad campaign.
Amazon relies on local Indian Lingo
On the other hand, Amazon maintains its consumer-centric approach through its ads by speaking to its buyers in the language they are comfortable in. From ‘Aur Dikhao’, ‘Kya Pehnu’ to now ‘Apni Dukan’, Amazon has smartly used local lingo and phrases to connect with potential buyers.
Amazon’s representative talked about the idea behind their latest campaign Apni Dukan, “In order to convey features like easy returns and access to genuine products that essentially build customers’ trust and confidence in shopping on Amazon.in, we decided to use a phrase from Indian popular culture “Yeh apni dukaan Hai”(This is our own shop). In daily parlance, customers generally use ‘Apni Dukaan’ in reference to those stores that they are more familiar with and have complete trust in. We want to make people aware that Amazon.in is one such store.”
The campaign is made by a solid team with Orchard India as the concept creator, Anurag Kashyap as the director, lyrics by Amitabh Bhattacharya and music by Amit Trivedi. The idea behind the recent three campaigns is to position the marketplace as a trustworthy portal with wide range of products and easy return policies. Use of popular phrases with catchy jingle has managed to increase Amazon’s brand awareness, which was the whole point of using common Indian words associated with traditional retail.
“There is no doubt that the insights are great. Amazon is a global player and it clearly seems that they are listening to the Indians who are variety seeking. Moreover, the campaign is in Hindi which relates much well to the Indian audiences. Their campaigns have a strong recall and in terms of advertising they are doing it far better than any other Indian player. It is visually memorable and even from the perspective of sound also its memorable,” stated Harish Bijoor, CEO of Harish Bijoor Consults.