Not only outside the screen, celebrity couples Ranbir Kapoor and Alia Bhatt also heat up the small screen because they are promoting the vertical mode of Flipkart’s e-commerce platform in a new advertising campaign. Under the ‘India Ka Fashion Capital’ series, Flipkart has launched several television venues featuring actors who have collaborated with brands individually in the past, but have emerged together for the first time in national campaigns.
The third edition of the campaign was built on two previous campaigns and intends to strengthen Flipkart Fashion as the most popular destination in all of India. In one ad, Alia Bhatt was seen talking about how Ranbir Kapoor’s clothing was easily available on Flipkart, while a second advertisement showed the male actor seen convincing his friend about shopping from a website. The third ad featured the two actors traveling together on the bus talking about how easy it was to buy gifts for loved ones from Flipkart.
This campaign will air live on television and digital platforms, for an eight-week period until July. Apart from three television venues, consumers can expect a large amount of curated digital content. In addition to displaying a complete collection of Indian and Western clothing for men and women, this campaign also featured Alia and Ranbir in honest interviews, and talked about their top fashion habits to be followed by all their fans.
Flipkart is supported by Lowe Lintas and Dentsu Webchutney agencies for planning, launching and implementing this innovative integrated brand campaign. Besides Alia Bhatt and Ranbir Kapoor, the campaign also features popular South Indian film icons, namely, Samantha Akineni, Vijay Deverakonda and Dulquer Salman.
Anil Goteti, senior vice president – marketing at Flipkart said, “Today’s Flipkart Fashion is India’s preferred fashion platform, with the latest, trendiest styles, updated daily. We are very happy to be able to partner, with some of India’s best actors including Alia Bhatt and Ranbir Kapoor, for this campaign. We are confident that with our unique proposition to offer Something New Every Day, our consumers will find reasons to visit and interact with our platform every day. ”
According to advertising experts, although it’s a good idea to bring together young celebrity couples on the screen, the chemistry between Bhatt and Kapoor failed to give it. Priya Gurnani, creative head, Publicis Worldwide, Bengaluru gave Flipkart an award for uniting couples but he felt that their chemistry was almost zero. “The final stroke line is Flipkart’s storytelling style for years. In this particular ad, whether drops of cents are good enough is debatable. It feels like the opportunity isn’t being used to its full potential, “he said.
For Alpa Dedhia, business director at VMLY & R advertising agency, the celebrity couple did not create a spark on the screen along with the weak core message delivery to provide the best mode. “However, children (as adults) are still stars in communication and thanks to them, we still know it is Flipkart advertising,” he added.