Campaign: Flipkart- Karbonn Smart Series
Brand: Flipkart– Karbonn Smart Series
Company: Flipkart.com
Agency: Happy Creative Services
The Campaign
There are two ads in this campaign. The first film features a wife unpacking her husband?s suitcase. Taking out a new mobile phone from the suitcase, the husband hands it to her saying it is a gift. Pleasantly surprised, the wife says that even a cheaper one would have been okay. The husband, in turn, asks, ?Who will I spend on, if not on my wife?? At this point, their young son reveals that the phone costs only R2,699 on Flipkart.com.
The second film shows a young man gifting his father a new Karbonn mobile on the latter?s birthday. The visibly moved father asks, ?This must be expensive, right?? The son says, ?Anything for you, dad.? Just then, his sister scornfully tells her father that the phone is worth only R4,099 on Flipkart.com.
Our Take
It?s harakiri to call yourself cheap. You can term it inexpensive, you can call it value for money, you can say it is affordable, but when you market it, don?t call it any of these things. Tata Motors realised this when the Nano became more popular for its low price rather than its low-cost innovations. That is a lesson that Flipkart and Karbonn kept in mind when briefing the agency. While promoting a low value product, the idea is to promote its intrinsic worth, and not what the price tag says. So while the price tag may say it?s a steal, the product and the ad should send out a different signal. And that?s what the Happy Creative Services has smartly achieved with these commercials.
Cheap, but not cheap? that is the essence of this campaign that e-commerce company Flipkart has launched for the Karbonn handsets that it is retailing under an exclusive deal. So if you are trying to impress somebody, or make someone happy, buying an expensive gift is not essential, that?s what these ads say in a subtle way.
?Banasree Purkayastha
