Time and again Flipkart goes back to using kids in their ads. I had blogged about it when they went back to using kids and reckoned that the creative idea centered around kids lost its relevance when they moved away from addressing issues related to online purchases to talking about fashion.
Seems like either these ads are working for them or it’s a ‘when in doubt use kids’ syndrome with Marketers and Ad agencies of Flipkart. They keep going back to using kids time and again…
- For showcasing features and assurance
- For talking about promotions
- And now once again, for Fashion. This is the second time Flipkart is talking about fashion (see my earlier post for the previous series), albeit with a different ‘reason why’, with kids in their ads.
A few days ago, I was caught a glimpse of one ad from the latest Flipkart Fashion campaign and didn’t even decode the fact that they were talking about fashion. The ‘No Kidding’ series is so stuck in my mind, that every time I see a kid in a Flipkart ad, I presume they are going back to breaking a myth about adopting online shopping. I realised that they were talking about being a Fashion leader only when I noticed PR articles around it and read a couple of them [1, 2].
Now come to think of it, without PR as part of their ‘high decibel integrated marketing campaign’, these ads would have failed in communicating their intended message to me as a consumer. While I am sure they might be testing these ads to see check the communication takeaway, I do think that kids as campaign idea has run its life for Flipkart.
