If the objective is to say that everything you wished for can be bought on Flipkart, then the ad works very well. The ad then seems to be a continuation of their efforts to educate the Indian shopper on the merits of buying online. However, unlike when their kid series of ads came out, competition has increased, along with greater penetration of internet shopping. So the danger I see here is that while it educates prospects on the cornucopia available online, it doesn’t press its case for the purchase being concluded on Flipkart. Today Flipkart is hot. Internet shopping is exploding and Flipkart is getting its share of the action. This is the time to build a platform where they get a disproportionate share of the growth in spend.
Flipkart has a number of positive features that could answer the “Why buy on Flipkart and not on Amazon/Snapdeal/Jabng” They probably have a huge number of successful transactions, and very happy customers. They are also providing employment to thousands of logistics staff. They have created a platform for small entrepreneurs to reach a national market. All of these awesome stories would make Flipkart more personal. And make sure that next time you hear about a rock being delivered instead of a mobile phone, you would remember that the majority of their supply chain is made up of hard working people like you and me. I wish that they tell these stories too, because they deserve to be told.
