Flipkart launches new digital campaign to promote gender equality
today Dec 14, 2018
Flipkart has demonstrated a continued and significant change to its marketing strategy and has launched a two-minute long digital film with the message that equal treatment of children today will ensure a more equal future.
E-commerce giant Flipkart recently launched its new digital advertising campaign which took the concept of raising male and female children without gender stereotypes in order to foster a future without gender stereotypes or bias. The campaign is a montage of young girls and boys engaging in activities not commonly associated with their gender and calls the new generation of children “GenE” as in “Generation Equal”.
Along with the advertising campaign, Flipkart has launched a "GenE" children's store on its platform. Calling the store "the first unisex store for children", it retails clothing, accessories, and toys without gender specifics.
The campaign shows Flipkart’s new advertising style, one with a “socially conscious” focus. The advert is the third of this kind from the business following its “Penguin Dads” campaign showing the importance of male parenting and its “Choose your Age” campaign that addressed ageism. The brand announced in March 2018 that it would take a more socially responsible stance moving forward.
“As parents in 2018, we’d like to be progressive in letting our child choose for themselves in several aspects, so that they get to do what they love,” said Flipkart’s director of brand marketing, Apuarv Sethi, about the idea behind the campaign. “Let the child experience the hobbies, passions, interests, and personality traits that come naturally to them whether it’s a boy who wants to learn cooking, or a girl passionate about collecting superhero toys.”
The campaign, which was released on Flipkart’s own Youtube channel and has already raked in millions of views on both Youtube and Facebook, shows Flipkart’s new style of marketing. This style of marketing, focusing on the consumer’s feelings and social change, is highly popular in Europe and the US and Flipkart’s strategy shows that it is also becoming popular in India.
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