Flipkart launches new campaign #AaoPhirPakdeRaftaar to motivate its sellers, as India undergoes the ‘new normal’

Flipkart, India’s homegrown e-commerce marketplace, has released a new campaign - “#AaoFirPakdeRaftaar” - to mark the beginning of the new phase post the nationwide lockdown. The campaign aims to raise the spirits of sellers by motivating them to come together and address the needs of the country, and by evoking the sense of importance they play in consumer’s lives as they stay indoors and follow social distancing.

The campaign, which pivots around an anthem of “AaoPhirPakdeRaftaar”, induces a sense of togetherness and imparts hope and trust to the local seller community in India. In an attempt to showcase the impact of the lockdown on different segments, the main film, through different stories, navigates through the lives of three characters facing different challenges in their field of work. The film starts with an Ekart executive who aches to go back to work and is concerned by the unprecedented crisis, lockdown and possible impact on our sellers; it then transitions into the warehouse of a local seller who is stocking up the shelves as his wife is sceptical on how these products will sell; and then the story moves on to a household where a father is worried how he’ll sell the stock of sarees. The three scenarios display the apprehensions and the challenges faced by the seller ecosystem during the lockdown and glimpse of resurgence as the business ramps up across the country, through Flipkart.

Although the main film addresses the central idea of giving hope and encouraging sellers to resume their operations, the campaign also intends to educate sellers on ways to ramp up and grow their businesses. To accomplish this, smaller films have been made where, through scenario-based stories, the most impactful growth levers by Flipkart have been highlighted which sellers can use to scale up their business. To help its sellers get back on their feet, Flipkart is running an integrated marketing campaign and providing real-time support to the sellers.

Commenting on the launch of the campaign, Jagjeet Harode, Senior Director & Head - Marketplace, Flipkart said, “Our sellers are an integral part of our marketplace business and this period has been a challenging time for them, their families and their workforce. As the country imbibes the model of a ‘new normal’ and businesses begin to adjust their operations, we want to ensure that our seller community is equally motivated and driven to play their roles in this pandemic. We wanted to reiterate our commitment towards their business development and hence this campaign has been developed to motivate them in this journey.”

E-commerce platforms have been at the frontline during this period for customers to shop and the campaign seeks to continue preparing sellers for that. Flipkart Seller Hub, through this campaign, intends to engage with its existing lakhs of sellers and also the entire ecosystem to reaffirm that as a homegrown platform, we stand by them in these unprecedented times.

(We got this information from a press release.)