Flipkart’s flair for unignorable advertising has shown up again. This time in a campaign by agency, Kinnect, that conquers sales promotions blah with an unhinged, high-tempo rap music video for Flipkart’s GRWM GRWM Fashion Sale. The campaign tackles one of fashion retail’s biggest consumer assumptions head-on: that end-of-season sales only feature outdated, leftover inventory and makes an all-out appeal to Gen X’s love for the adventurous and the absurd. The super-cool video associates the popular internet acronym GRWM (“Get Ready With Me”) with the Indian word, garam, meaning hot.
The “essential: sales elements are there – price and product – but wrapped inside visual splendour, internet vocabulary and unfiltered Desi swagger. Its loud, unapologetic sense of fun is a vibrant antithesis to (usually serious) fashion commercials.
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