Flipkart Launches OWN Protein Campaign With Food Pharmer And 22feet
Flipkart has launched a campaign for Only What's Needed, the protein brand founded by Food Pharmer, conceptualised by 22feet as part of Big Billion Days.
- Brand: Only What's Needed, founded by Revant Himatsingka
- Agency: 22feet, part of Omnicom Advertising India
- Production: Boathouse Media, directed by Devik Rathod
- Occasion: the brand's launch on Flipkart during Big Billion Days
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What The Food Pharmer Film Does With A Test
It takes the word literally. The premise puts a stern professor, the kind who puts everyone through a test, opposite a founder whose public work is testing what is inside food packets, and lets the argument run on that collision.
The resolution is the product claim: the seven protein quality checks OWN applies, put on the table as the answer to the professor's own examination. Humour and a familiar school setting carry what is otherwise a specification.
Why The Quality Claim Is The Creative
Ishan Mehta, Executive Creative Director at 22feet, said that if even one pack fails the protein test the entire batch is junked, and that the intention was to spotlight that commitment by pitting it against a professor just as obsessed with tests.
That is an unusual thing to build a sale film on. Big Billion Days advertising is normally about price and urgency, and this one spends its thirty seconds on manufacturing process instead, which only works because the founder's own following was built on exactly that argument.
Where The Campaign Runs
Across Instagram and YouTube, taking the film to digital audiences and pointing them at the brand's Flipkart listing. Customers buying OWN during the sale period also stand a chance to win three months' worth of protein.
The creative team was Vishnu Srivatsav, Rishabh Mishra, Krantik Banerjee, Rohan Mathai and Ishan Mehta, with Shikha Davessar, Bhakti Sadhwani and Nancy Murjani on business.
More campaign coverage on Ad Tribe.