I have become a lesser fan of Flipkart when their quality of service started dropping as they expanded their offering. They epic-goofed up a large order of mine and the enormity of the stupidity still surprises me. However, that doesn't stop me from appreciating a good ad when they make one.
View this ad and you'll immediately notice the aptly soft mood, even as it focuses on women's frustation of not finding the right look or the right dress in their closet. 'Stereotyping', the feminists would say as they cry blood. But hey, which ad is not stereotyping?
The ad is impressive for what it doesn't do, as much as it is for what it does get right:
Nowhere in the ad does Flipkart hardsell itself or the idea of ecommerce - a sign that the company is confident on the indutry and itself.
The ad does not make tall claims. Buying clothing from them is not supposed to transform your life. Neither does it guarantee a date with the proverbial knight in shinning armour, nor make you a power dresser who climbs the corporate ladder, breaking the glass ceiling, thanks to Flipkart. The ad does none of this nonsense.
Instead, it merely says, if your current wardrobe isn't working for you, come to us. And the last part, it does only at the end, without stuffing the idea down your throats. There's ample time for the idea of an insufficient wardrobe to settle in the viewers' minds before telling them what they can do about it. The messaging is simple, unlike in many ads which try to say a lot, and end up saying nothing (design by committee?).
If I had to nitpick, it would be about the closing line, 'when you have everything and still nothing to wear', which to me, sounds very Jockey-like. But the rest of the ad makes up for this rather unoriginal sounding line.
Simple and well executed.