Flipkart Minutes turns competitors CTA into a funny ad, ET BrandEquity

As India’s leading quick commerce giants push for rapid delivery with phrases like “Get groceries in minutes” and “Get pet supplies in minutes,” they inadvertently seem to be promoting Flipkart Minutes, a new quick commerce app. This coincidence is the basis for Flipkart Minutes’ latest campaign, featuring chess legend Vishwanathan Anand.

In the recent “Thank you” advertisement, Vishwanathan Anand humorously grapples with the fact that every time competitors use “in minutes,” it appears to give a nod to Flipkart Minutes. Even for a grandmaster, the realisation takes some processing. The ad shows Anand moving from confusion to amusement, capturing viewers’ attention with a clever twist on the industry’s common language.

“Get groceries in minutes,” “Get pet supplies in minutes” is a marketing slogan that seems tailor-made for Flipkart Minutes. Competing companies have been using these phrases to highlight their fast service, unintentionally boosting Flipkart Minutes’ visibility.

In the ad the chess legend asks the voice over how is Flipkart Minutes any different? The voice over tells Anand that everytime a competitor advertises saying get grocery in ‘minutes’ or get mobile phones in ‘minutes’ they are indirectly promoting Flipkart Minutes.

The advertisement ends with a light-hearted ‘thank you’ to competitors. The tone is warm and grateful, acknowledging the unintentional promotion. Flipkart Minutes uses the opportunity to engage with the audience and market itself with humor and charm.

In conclusion, Flipkart Minutes smartly leverages a common industry phrase to its advantage. The campaign highlights the company’s strategic awareness and sense of humor. A nod to competitors turns into a brand-strengthening move that’s both engaging and witty.

Watch the ad here:

• Published On Oct 21, 2024 at 06:27 PM IST

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