Krea8, Flipkart Challenge Brand Perceptions with Lava Virat
In a smartphone market where launches are often dominated by specifications, price comparisons and feature claims, Krea8 chose to begin the Lava Virat story somewhere else: with the consumer barrier.
Krea8, the independent creative agency identified that the challenge wasn't simply telling consumers what was new about Lava Virat. It was giving them a reason to reconsider what they already thought about Lava.
Lava Virat sold out its full stock on the first day of its launch on Flipkart. The six-month-old independent agency Krea8, led by experienced founders, developed the launch communication for Lava Virat: “Shaq Hatao, Lava Uthao.”
The campaign addressed the existing doubt and perception around the Lava brand head-on, using consumer hesitation as the starting point for the creative idea.
Suggesting that uncertainty is part of the discussion
Traditionally, smartphone launches fight for consumer attention with spec, price and feature compare pages. Krea8's solution to Lava Virat began by asking a different question: what could stop a consumer from even considering the product?
The idea was simple: acknowledge consumers' doubts, address them head-on, and move them from hesitation to considering Lava Virat: “Shaq Hatao, Lava Uthao.” Instead of avoiding consumer uncertainty and assuming they wouldn't listen, the communication actually integrated it into the campaign, trying to shift consumer doubt into consideration and purchase.
It is also indicative of the kind of agency Krea8 is building: one where creative, consumer understanding and commerce don't operate as separate conversations.
The Campaign and the Commerce Outcome
The campaign was also timed to coincide with the product launch on Flipkart, which offered a direct tie-in between brand communication and e-commerce environment of purchase.
As per the data shared on the campaign page by Krea8, the Lava Virat stock was completely sold out on the first day of its launch.
Sales performance is affected by a number of factors such as product, pricing, distribution and demand, the outcome of this results in a commercial context for the campaign and gives an early sign of consumer response to the launch.
Discover a new agency behind a six-month-old
Krea8's relatively new operating history does not compare with the category experience of its founders. The agency was founded just six months ago, but its founding team has had experience in over 70+ smartphone releases in the last five years.
That experience has given the team a deeper understanding of the category, from consumer behaviour and competition to the challenges that come with launching a smartphone in a crowded market.
Lava Virat is one of the first independent campaigns Krea8 has done using that category experience in a new agency model.
From Attention to Action
“India doesn’t need another agency that simply adds to the noise. At Krea8, we’re building an agency that understands the business problem as deeply as it understands the creative opportunity. Our edge lies in bringing consumer insight, culture and commerce into the same conversation, without compromising on the quality or ambition of the idea.
Campaigns like Lava Virat’s ‘Shaq Hatao, Lava Uthao’ are a good example of that approach. We started with a real consumer barrier, turned that hesitation into a creative idea, and built communication that could move people from perception to consideration and action.
We want to create work that is memorable enough to enter culture, while also being sharp enough to move perception and business. That balance, we believe, is what will make Krea8 stand out in a very crowded agency landscape.”
— Kirti Doshi, Founder and MD, Krea8
The campaign also embodies Krea8's commitment to impact-driven creative thinking. The agency is not just concerned with the visibility of the creative, but more with the idea becoming part of the consumer journey, such as perception, consideration and action.
For a young agency, the Lava Virat campaign offers an early indication of the kind of work Krea8 wants to build: work that is rooted in a clear business challenge, culturally relevant and capable of creating measurable impact. As Krea8 continues to establish itself in the independent agency space, its focus will be on bringing together the category experience of its founders with a more agile, consumer-first approach to creative problem-solving.