Mumbai: Homegrown e-commerce marketplace Flipkart has launched the ninth edition of its ‘India Ka Fashion Capital’ campaign in a new avatar, featuring Bollywood’s It couple Ranbir Kapoor and Alia Bhatt. Conceptualised in collaboration with McCann World group, the campaign encourages customers to upgrade their fashion wardrobes.

Directed by Shekhar Kamble and produced by Dreampunk Films, the ad films are set on a college campus, with Ranbir and Alia portraying characters who are college friends, showcasing their fun relationship with their quirky professor. The TVCs are aimed at the youth whose aspirations for high-quality fashion are ever-evolving but their self-doubts and the costs at times, come in the way of their desires.

“Flipkart has a strong understanding of customer needs, which has helped us provide them with best-in-class offerings over the years. Today’s shoppers prefer to live a fashionable lifestyle that is both accessible and value-driven,” said Flipkart director of marketing Prasanth Naidu, speaking about the campaign.

“With this campaign, our aim is to establish Flipkart as a value lifestyle destination that caters to various needs and appeals to a diverse demographic across the country. We are sure that Ranbir and Alia will create a unique connection with our target audience and inspire them to look at Flipkart as a one-stop-shop for all their lifestyle needs,” he added.

Close on the heels of the wedding season, the new campaign showcases the latest influencer-inspired ethnic fashion, targeting aspirational customers who may be fence-sitters when it comes to making a purchase online. The campaign is live on television and digital platforms for a period of fourteen weeks.