E-commerce platform, Flipkart has recently announced the launch of ‘Entertainer No. 1’ - a unique stay-at-home reality show under the Flipkart Originals umbrella with an aim to address the need for positive entertainment. To promote the show, the brand has introduced a TV and digital campaign featuring Bollywood actor Varun Dhawan, asking the country to participate in the reality show. Filmed on a smartphone by the actor at his home, the film highlights the show's message of innovating when entertaining from home while practising social distancing.
With an aim to find India’s most talented entertainers and inspiring millions of Indians to stay at home as they bring out their creative best, the campaign showcases Dhawan creatively using everyday essentials as props, to bring out the true ‘entertainer’ in him while urging viewers to participate in the unique reality show. Conventionally, a TVC shoot of this nature involves several creative and production discussions, all of which were done on video calls from home.
Speaking about the new campaign, Vikas Gupta, Head, Customer Marketing and Digital Businesses at Flipkart, said, “At a time when the nation is spending all their time indoors, we found an interesting opportunity to use entertainment and cheer up India in a special way. Through Entertainer No 1, we are bringing a unique stay-at-home reality show to our audience, that provides budding entertainers with a platform to stay connected during this difficult time. What sets this show and its marketing campaign apart, is the way it has been conceptualized and brought to life, entirely from home.”
Joy Ghoshal, Co-founder, Marching Ants said, “This has truly been a paradigm shift in Ad film making. We always had the notion that work from home was not too productive and here we were creating and bringing to life an entire show along with creating and releasing communication for it, from home. I would like to believe this is unprecedented. And I feel truly exhilarated that we could achieve this task in a never seen, never done before manner. This is a history of sorts where we created India’s first digital reality show without stepping out of our homes. Every step of the creation was exciting, challenging and digital in its true sense.”