How Flipkart used Alia Bhatt, Ranbir Kapoor and Kidults to get the next phase of consumers onto its platform

• With an aim to understand what goes behind the lens and camera, Advertising and Media Insider introduces you to its video series, 'Behind The Ads.'
• Today, we get behind-the-scenes of Flipkart’s latest ad with Ranbir Kapoor, Alia Bhatt, and Kidults to find out how it was all put together.
• Flipkart’s Vikas Gupta and Lowe Lintas’ Sagar Kapoor spoke to us about how the brand reached out to consumers at different stages of their purchase cycle and established themselves as the go-to brand for their fashion needs.
• Gupta also shared the insight behind ‘Kidults,’ the importance of the property for Flipkart, and how it has helped the e-commerce brand stand out in the clutter.

Flipkart Fashion launched ‘India Ka Fashion Capital’ (IKFC) campaign almost two years ago. With their latest ad with Ranbir Kapoor, Alia Bhatt, and Kidults, we get behind-the-scenes of the campaign to find out how it was all put together.

While the first three ads under this campaign intended to establish Flipkart as the go-to-fashion platform for users, this edition has been built around the theme ‘Don’t Stress, Karo Impress.’ It addresses the stressors that consumers face while shopping online for apparel and accessories.

The idea was born after Flipkart’s research indicated that online fashion purchases are impacted by certain inhibitions which also impacted the final decision to purchase. And Flipkart, shares Vikas Gupta, Vice President and Head of Marketing, wanted to bring in this next phase of consumers onto its platform and push them into buying the products they abandoned in their shopping carts.

The campaign hence intended to educate consumers about no-hassle returns, highlight authenticity that Flipkart brings in, and its large variety of products -- based on the stage of the purchase cycle that consumer is at. And that’s how ‘Don’t Stress, Karo Impress’ came together.