Flipkart’s apparel ads – mixed reactions

We’d commented on the Flipkart ‘No Kidding, No Worries’ series of ads in this post in 2011. To summarise – we unequivocally liked those ads and thought that they used the techniques of kids in adult situations well to make their point with warmth and humour.

However, we have mixed opinions on the next two series of ads.

Some of us felt that the second series of ads – ‘Shopping ka naya address’ (see ads here, here and here) felt a bit dull without the tinge of humour that rounded off the ‘No Kidding’ series so well. However, the third and current series of ads for Flipkart’s apparel range (see the ads here, here and here) seems to have tapped into that vein of humour again, albeit inconsistently. These ads used the juxtaposition of a traditional / formal mode of dressing vs. a modern and funky one rather well, especially in the Carnatic music ad which is the cutest of the lot. That ad definitely breaks through the clutter, it makes you smile and notice that flipkart’s now talking about apparel.

Others among us felt that this this series stretched the technique of using kids too far. The ‘No kidding’ series used kids well to address the trust issue that worried consumers when shopping on the internet and to make the point of ease of shopping; even the first few ads of the ‘shopping ka naya address’ series were more or less addressing the trust issue of e-commerce and the kids bought this out dramatically.

However, the format fell flat the moment they moved from addressing issues and benefits where the use of kids was relevant to making the point to just using the kids as a cute technique.

We haven’t been able to reach a consensus on these ads yet. What’s your opinion, on which side do you weigh in – do drop us a comment and let us know.

  • Escape Velocity Team and Friends


  1. Anand Sriram May 28, 2013 at 6:19 am - Reply

    I subscribe to the use of kids instead of adults in the ads and using it consistently. That gives FK ads a ready recognition and breaks clutter brilliantly.
    The only issue i see is when they decide to advertise categories related to kids! What will they do then? 🙂

    • escapevelocityblog May 28, 2013 at 11:40 am - Reply

      Hi Anand,
      Good to see you commenting here. Hmmmm so we need to expand width of categories we cover to attract more and more friends to the blog. Almost a marketing lesson in this too. 🙂

      I agree with you, I like the consistent use of kids. But think the ads have to be consistent in tone too – the ‘shopping ka naya address’ lacked the humour I expected. Though they’ve got their mojo back in the most recent series, especially the Carnatic music one.

      Keep reading our posts, hoping to see more comments.


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