When Flipkart approached us to create a campaign to launch their private label for large appliances, the USP we had to play with was Get X at the price of Y (X being a level above Y in size and value).

 

But in India, the purchase of a large appliance is never just an economic decision, it's also an emotional one. Our challenge was to craft a campaign that played on emotions to carry the USP. 

The result was "Milega Ummeed Se Zyaada" - a campaign that hinged on middle-class expectations of a better, more fulfilling life directly related to the upgrade of appliances in the household. Created to appeal to Flipkart audiences in Boom towns and tier 2 and 3 cities, the campaign included 4 TVCs bringing a vision of 'naya India' through the choice of characters and storytelling.