No Kidding, No Worries - Flipkart Brand Positioning

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No Kidding, No Worries, the recent advertising and branding campaign of Flipkart is a unique example of “Trap Them Young”.  An in-depth analysis of recent advertisement campaign of Flipkart strongly conveys Indian youth’s sentiments and their desire.  The story board of adverts, feature kids in adult situations (context to adult voice overs), like a beauty parlor, a cafe, and an office. The Hinglish language & the happening places is the heart of No Kidding, No Worries advertisement series.  The creative director succeeds to keep KOOLNESS of Brand Flipkart.

In recent years no single upcoming brand is really concern about their future, they just wanted to cash the current situation. In the decade of 1980-1990, Parle Agro smartly positioning “Mango Frooti” as a kid drink, now those kids are grown up, and Mango Frooti too along with them.  What Mango Frooti enjoyed now … without a question BRAND LOYALITY, What a smart brand positioning, "Trap Them Young”. Brand should think ahead of time while designing Brand Architecture, positioning can be change along with time and brand age.

Here are few takes from No Kidding, No Worries advertisement campaign.

Case I - No Kidding, No Worries. (Cafe):  Catch Line - Wi fy mila to nichod lega kya

• Techno savvy youth, wish to get basic infrastructural services and info free of cost.  Online shopping crazy ordering Mp3 cherry on the top 30 day replacement guarantee. 

Case II - No Kidding, No Worries. (Office): Catch Line -Magar Sagar Koun  ‘My DAD Re’

• Workaholic youths holding decision and purchase power but respect parents wish (trends in today’s teenager). A sturdy look towards bypassing babe (flirting character). Old school guy –option available them for COD.

Case III - No Kidding, No Worries. (Parlour): Catch Line - Laptops or boyfriend badalte raho

• Not scared to buy high end product online, Change is the only permanent thing in life so for gadget.  Original products original guarantee –trust factor and assurity really matter to them. 

Nine months back Flipkart Goes for Rebranding though brand is just a five year old.  This new brand positioning places them in radar of advent TG.  Credit goes to Happy Creative Services creative agency and creative directors: Kartik Iyer, Praveen Das.

Agency: Happy Creative Services

Creative Directors: Kartik Iyer, Praveen Das.
Copywriter: Naren Kaushik M
Art director: Anuja Singhal
Account management: Ruchika Chaudhry, Neelima Kariappa
Strategy: Ravi Bhat
Production house: Footcandles
Director: Ayappa

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Recession Marketing

It was lurking overhead throughout the Christmas festivities. You could see it in the barely concealed looks of fear on the faces of chief financial officers and central bankers profiled in the FT. It was the subtext underpinning almost every word of Gordon Brown's New Year outlook. Whisper it quietly: recession is on the way.

As a marketer, allow yourself an extra shiver of trepidation, because we suffer more than most when the economy slows. We are the guillemots in the oil-slick of recession - the first to suffer and the ones hit hardest. Marketing spend will decline, agencies will close, and a legion of marketers will leave their roles with 'no job to go to'.

The arrival of recession means it is time for brand managers to change tactics and put away the big white book entitled Brand Building Justifications During Growth, while blowing the cobwebs off the smaller, leaner black book, last used in 1990, entitled Why Brand Equity is Your Best Defense in a Recession.

For a generation of marketers, this will be the first time they have resorted to this very different approach. But follow the greyer heads in the office and you will be fine. Learn to talk about the power of strong brands in the face of declining customer spend. Explore the topic of brand loyalty, not in terms of growing share of wallet, but retaining it in the face of lower-priced value alternatives. Most importantly, remember to point out that the brands that continue to build their equity in the recession will be best placed to enjoy the fruits of their labor when the economy inevitably returns to growth.

Not everyone automatically loses out in a recession. As my boss would remind me, luxury brands will survive remarkably well. The same is true at the other end of the high street where value players who focus on discount sales will also prosper. The real problem comes in the middle. If you are not in the top or bottom tier, the recession is likely to deal you a particularly difficult hand in 2008.

The big supermarkets are recession-proof these days, thanks to own-label strategies that offer everything from value brands, to the cheaper-than-manufacturer brand alternatives and top-priced occasional indulgences from their finest lines.

We can only guess at which of the big brands that have steadily dropped in equity and appeal over the past few years will now be exposed, as the bitter wind of recession blows down the high street. The same will be true for senior marketers; suddenly some very big marketing salaries will be questioned and, in many cases, found lacking. Expect some famous heads to roll in 2008.

So Happy bloody New Year. Keep your head down, your finger in as many pies as possible, and make sure every third bullet point says ROI.