Flipkart spoofs Arnab Goswami’s ‘India wants to know’ in new TVCs

05 Sep,2013

By A Correspondent


For India’s leading ecommerce player Flipkart, the greatest stumbling block is convincing consumers of the safety, speed and ease of buying. Almost all of its commercials till date have helped drive home the message in an interesting way. “You have to say many things in the commercial,” reasons Kartik Iyer, Chief Executive Officer, Happy Creative Services which has created the new set of TVCs


Continuing with using kids as adults in funny settings,  the new campaign attempts to do the same: educate the consumers about the benefits, ease and convenience of shopping on Flipkart.com. But zara hat ke. It uses a news channel discussion format with various people highlighting the benefits of the ecommerce provider’s service.


Nothing unusual about it so far. Except that the campaign is titled ‘India Wants to Know’ and the anchor is an Arnab Goswami lookalike. The Times Now editor-in-chief and star anchor of the primetime show ‘Newshour’ has built a reputation of being tough on his guests and often uses the line “India wants to know” or “India wants the answers”.


In the first commercial, one of the characters for instance is fashioned on adman-turned-lobbyist Suhel Seth who is a regular face on news channel discussions. And the anchor shakes his head quite like the reigning star of English news television does on his nightly show.


“We’re pretty excited as it’s the first time a reflection of media content has been attempted in advertising, in the country,” said Mr Iyer, adding: “What needs to be said needs to be said without twisting things around too much. Hence the need for an entertaining format that will make the country sit up and notice.” Not getting drawn into a discussion on the comparisons with Mr Goswami, Mr Iyer said: “It’s not going behind an individual. We are using a sentiment of society and what’s all over social media.”


On the new campaign, Ravi Vora, Vice President -Marketing, Flipkart, commented, “As the largest online shopping destination in India, we have managed to build the confidence of a large number of Indians to shop online. However, this is still very small compared to the number of Indians active online. Most of them are still reluctant to complete the transaction online. Hence this campaign is a continuation of our efforts to make people shop online by talking about benefits like large selection, competitive pricing and customer-friendly policies.”


Mr Iyer added that the campaign will be seen across all the GECs since the brand intends to target people who are still apprehensive about online shopping. We would suggesting sponsoring Newshour on Times Now. And playing the commercial in the breaks. What say, Messrs Vora and Iyer?


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