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Online retailer Flipkart plays on fear of fashion faux pas in Lowe Lintas Bangalore campaign

Creative agency Lowe Lintas Bangalore has tapped into consumers’ confusion over fashion in a campaign for online retailer Flipkart.

A series of ads show children – playing adults roles – pondering what style and colour of clothes they should wear, before turning to Flipkart Fashion for help.

The multi-platform campaign is designed to position the brand as a “one-stop solution” for “affordable trendy fashion”.

Lowe Lintas Bangalore executive director, Rajesh Ramaswamy, said:  “The confusion about ever changing trends and the fashion world in general is something that everyone experiences. And yet, we are all conscious about what we wear and also about all the judgement that will be passed by our peers in the case we get it wrong.

“In the film, we have captured this very confusion and fear and provided a solution for it.”

Flipkart said it had work to do to increase awareness of its fashion range after admitting consumers do not regard it as a platform for “trendy fashion”.

“Being a market leader, it is our responsibility to grow penetration of fashion across all consumer segments and need states,” Flipkart commerce platform head of marketing, Shoumyan Biswas, said. “Also, fashion being a profitable segment with high growth, it is one of our top priorities.”

Credits:

Client Flipkart Internet Pvt. Ltd.

AgencyLowe Lintas

CreativeArun Iyer, Rajesh Ramaswamy, Ujjwal Kabra, Indrasish Mukherjee, Adarsh Atal

Account managementHari Krishnan, Anand Narayan, Sushant Sadamate, Harish Shetty, Pooja Sharma

Production house (Director) – Coconut Films – Nupur Guha, Tushar Raut (Shekhar Kamble)

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