Flipkart goes big on outdoor

The online portal has taken the outdoor route to promote its helpline and new mobile app.

Online shopping portal Flipkart has launched a campaign across different cities to promote its new helpline and the launch of its mobile app. The brief for the campaign was to create visibility across certain cities.

The first campaign, kick-started in March, focuses on introducing Flipkart's new helpline. It has been launched across Nagpur, Nasik, Aurangabad, Jaipur and Kota. The second campaign for Flipkart's new mobile app, launched on April 1, specifically targets major Indian airports in Mumbai, Delhi,
Bengaluru
, Chennai,
Hyderabad
, Pune, Kolkata, Chandigarh, Ahmedabad and Nagpur. Both the campaigns are being executed by Laqshya Media Group.

Speaking about the two campaigns, Atul Shrivastava, COO, Laqshya Media Group, says, "To enhance visibility for Flipkart, we used a wide range of media vehicles such as billboards, unipoles, bus queue shelters, airports, pole kiosks, mobile vans and ambient branding in malls. We have also launched some fun coffee shop branding to engage with younger consumers. For the mobile app campaign, we specifically focused on the use of airport media across the country because it allows us to engage with a more focused audience."

For the mobile app campaign at various airports, the target audience comprised frequent flyers and regular air travellers. The campaign used different types of media such as baggage conveyor belts and displays at the security check-in.

Flipkart went live in 2007 with the objective of making books easily available to anyone who had internet access. Today, it is present across various categories including movies, music, games, mobiles, cameras, computers, healthcare and personal products, home appliances and electronics, stationery, perfumes, toys, apparels and shoes.