Ecommerce company Flipkart has rolled out a new campaign for large appliances. Titled ‘Milega Umeed Se Zyaada’, the campaign aims to bring about a change in consumer behaviour. It also urges them to not withhold their desires.
‘Milega Umeed Se Zyaada’ campaign showcases the various insights and dynamics between family members during instances such as a newlywed couple buying a double-door refrigerator (instead of single-door), a daughter-in-law buying a 5-star AC for her father-in-law (instead of 3 star), a son buying an automatic washing machine for his mother (instead of semi-automatic), and a son buying a 43 inch TV for his father (instead of 32 inch). Each of these transactions took place within the buyer’s budget. The 360° campaign’s aim is to encourage budget-conscious consumers to fulfill their desires with the help of Flipkart.
Flipkart Rolls Out New Campaign
For the purpose of understanding the buying behaviour of consumers, Flipkart conducted research to focus on the factors affecting consumers’ decisions and their pain points. The research showed insights about the high average selling price (ASP) category of large appliances and revealed they have long refresh cycles, the involvement of the whole family and yet low product familiarity.
Flipkart is an Indian eCommerce marketplace offering more than 150 million products across more than 80 categories to a customer base of more than 200 million people.