A few days back, Flipkart unveiled a new logo – a simplified, more recognisable symbol for shopping to identify itself across desktop, mobile, print or elsewhere. As the etailer has turned into a mobile-centric platform with over 75% of its traffic coming from mobile devices, it said a need arose to create a mobile friendly and mobile-centric brand identity.
The old text-only logo with a shopping cart symbol has given way to a simple text and shopping bag icon with emphasis on the letter ‘F’. Mukesh Bansal, Head of Commerce, described the F stood for “playfulness” and “speed”, and it will help customers experience ‘One Flipkart’ every time and at all touch points, a company release stated. The new logo was conceptualised and designed by the Flipkart design team and an external agency Umbrella Design.
Launched in 2007 as an online book seller, Flipkart is now selling almost everything and expects to sell products worth $8 billion in 2015. A mobile-friendly logo would further strengthen the etailer’s mobile-friendly approach, close on the heels of fashion etailer, Myntra going mobile-only after shutting down its website. Flipkart had acquired Myntra last year for a whopping INR 2000 crores.
Heralding the refreshed brand identity is a new film called the Flipkart Wish Chain’. The two-and-a-half minute film conceptualised and created by Lowe Lintas weaves together little stories of wishes being fulfilled one after another by Flipkart.
A retired man who always wished to grow fruits in his backyard garden gets some gardening tools from Flipkart and begins with planting oranges. As soon as the orange trees give fruit, he sends a few to his sister in another city. The thrilled lady plans to make an orange cake with it to impress her daughter’s colleagues. She orders for cake making stuff from Flipkart.
Delighted with the cake, a male colleague asks her daughter out to watch a cricket match with the gang. The girl then gets a team jersey from Flipkart. The post cricket scenes remind one guy of his old father who always wished for a bigger TV. The guy gets it from Flipkart and the scene now cuts to a crowd of neighbouring families watching the cricket match. Sitting in the audience is a young wood artist who handcrafts wooden frames and wishes to make it big.
He starts to sell on Flipkart. A girl is seen getting the frame to pin a childhood picture of her and her brother who’s away, he is shown buying a camera and wishing for a break from his work life. He takes a bike trip away from the city and is seen in the cold mountains clicking away pictures. A little girl fascinated by the pictures becomes friends with him, while he is seen buying a school bag for her from where else, but Flipkart!
The voice over ends with the new tagline ‘Ab har wish hogi poori’.
The story is beaded continuously on a thread of wishes and is executed smoothly from one story to another. The best part is that it promotes Flipkart’s mobile app, without trying too hard to do so. Uploaded on May 29 on Flipkart’s YouTube channel, the film has already clocked over 1.2 million views in two days.
Flipkart’s new branding has chosen storytelling and emotions of joy to convey how the etailer plays an integral part in fulfilling consumer wishes, with the ever present mobile app in each one’s hands. With this brand makeover and digital storytelling, Flipkart too joins the etailers’ bandwagon of striking emotional chords rather than focusing on material benefits. Close competitor, Snapdeal had also taken the emotional route by roping Aamir Khan for its rebranding campaign ‘Dil ki Deal’.