In a bid to align perception with reality, Flipkart, the well-known Indian e-commerce giant, set out to establish itself as the go-to destination for online fashion. Despite being one of its best-performing categories, fashion at Flipkart often took a back seat to its electronics offerings in the eyes of consumers.

Recognizing the massive potential in the Indian online fashion market, estimated to reach $40-45 billion by 2020, Flipkart aimed to be recognized as “India Ka Fashion Capital.”


Increase in ad recalls


Increase in purchase intent


Increase in brand consideration


Increase in brand awareness

However, the challenge was significant – changing the ingrained shopping behavior of frequent buyers who tended to stick to their preferred retailers.

To tackle this, Flipkart adopted an experimental approach, swiftly casting a wide net online, especially targeting Tier-2 and Tier-3 cities where consumer growth was on the rise. The initial focus was on creating awareness, and the strategy allowed Flipkart to gather early insights from digital channels, enabling a more personalized approach in the subsequent phases of the campaign. The “India Ka Fashion Capital” initiative began with a powerful TV spot complemented by a diverse range of YouTube ads, maximizing visibility across multiple touchpoints. Leveraging audience insights, Flipkart refined its messaging for each stage of the customer journey, driving remarkable lifts in consideration and interest.

When we experiment and break barriers with our marketing, we’ve always seen great results. This year’s Flipkart Fashion campaign was no different. Frontloading our digital spend and using our audience signals to optimize over time turned out to be more effective than we could’ve ever imagined.

Kunal Dubey, Flipkart’s director of marketing

The campaign’s creative approach was dynamic, building on Flipkart’s previous “kidults” campaign but with a twist – the addition of Bollywood celebrities Shraddha Kapoor and Ranbir Kapoor. YouTube played a pivotal role, utilizing affinity audiences to target fashion enthusiasts and following up with engaging bumper ads featuring the celebrity duo. Post the initial blast period, Flipkart strategically tailored its search and dynamic display ads to re-engage with consumers who had shown interest in Flipkart Fashion, ensuring a comprehensive and impactful campaign.

Digital Transformation Unleashed: Aum Techmantra’s YouTube Advertising Mastery

In the ever-evolving landscape of digital marketing, Aum Techmantra, as a dynamic IT company, offers businesses a strategic partner to harness the power of video advertising on YouTube, following in the footsteps of successful endeavors like Flipkart. Leveraging Google Ads, Aum Techmantra provides a comprehensive solution to businesses aspiring to make a significant impact in the digital realm.

Aum Techmantra recognizes the unparalleled reach and engagement potential of YouTube, a platform with over 2 billion logged-in monthly users. Through skillful video creation and promotion, our company aids businesses in crafting compelling narratives that resonate with their target audience. Just as Flipkart maximized visibility through diverse YouTube ads, Aum Techmantra ensures that businesses are not just visible but also captivating across various touchpoints.

Our approach is both creative and data-driven. Aum Techmantra assists businesses in identifying and targeting specific audience segments using Google Ads’ sophisticated targeting options. Whether it’s affinity audiences or custom demographics, our team tailors strategies to reach potential customers interested in the products or services offered by the business.

Much like Flipkart’s strategy of complementing its TV spot with YouTube ads, Aum Techmantra understands the importance of a multi-channel approach. We optimize search and dynamic display ads to reinforce the messaging, creating a cohesive brand presence throughout the customer journey.

Moreover, Aum Techmantra’s expertise extends beyond mere visibility; we delve into the realm of personalized advertising. By analyzing user behavior and preferences, we help businesses tailor their messaging, ensuring relevance at every stage of the customer’s digital journey.

In essence, Aum Techmantra is not just a service provider but a partner in the digital transformation journey. We empower businesses to tell their stories effectively, capture the attention of their audience on YouTube, and drive meaningful engagement that converts into lasting customer relationships. Just as Flipkart succeeded in redefining its brand perception, Aum Techmantra is poised to assist businesses in achieving their digital marketing goals through innovative video advertising on YouTube.