Tar­get­ting In­fla­tion

Flip­kart lever­aged FB Live, TVF and co­me­di­ans to pro­mote its Big Bil­lion Day.

The Brand Reporter - - ADVERTISING - By Su­nit Roy su­nit.roy@afaqs.com

Flip­kart launched its an­nual mega-sale event, the Big Bil­lion Days (BBD) from Septem­ber 20-24. To pro­mote the five-day sale, the on­line-shop­ping plat­form launched a cam­paign - ‘Ab Me­hen­gaai Giregi’ (now in­fla­tion will fall). The cam­paign — a se­ries of eight films, set in re­lat­able, hu­mor­ous sit­u­a­tions was launched on and off­line. Fea­tur­ing the now fa­mil­iar and en­dear­ing world of ‘Flip­kart Kidults’, each film cen­tred around two char­ac­ters - one frustrated and com­plain­ing about the ever-grow­ing rate of in­fla­tion and the other who presents Flip­kart’s Big Bil­lion Days 2017 as a so­lu­tion to ris­ing prices.

Con­cep­tu­alised and ex­e­cuted by Lowe Lin­tas - Ban­ga­lore, the cam­paign has been pro­duced by Ramesh Deo Pro­duc­tions. The films are not just re­stricted/lim­ited to TVCs about kids. A few years back, Flip­kart spent 70 to 80 per cent of their bud­get on TVCs. How­ever, things have changed in terms of the type of things the brand does, apart from just ad films that would run on TV or dig­i­tal plat­forms.

Ac­cord­ing to Kartikeya Bhan­dari, se­nior di­rec­tor, mar­ket­ing at Flip­kart, “Now the en­tire cam­paign de­sign has changed and from the mar­ket­ing per­spec­tive, that has been the big­gest change for us. It’s now more about cre­at­ing the as­sets which do jus­tice to that plat­form.

“We have done a whole lot of things around the Big Bil­lion Day (BBD) Sale. This time we re­leased eight dig­i­tal films, which are also avail­able on our YouTube chan­nel and Face­book page. Apart from that, it was for the first time that we have tied up with the Mum­bai tran­sit sys­tem where com­muters in the lo­cal trains can hear the ad an­nounce­ments dur­ing their jour­ney, with the catch phrase ‘Ab Me­hen­gaai Giregi’,” said Bhan­dari.

Sim­i­larly, for a dif­fer­ent TG, Flip­kart part­nered with air­lines such as Spicejet and Indigo, wherein flight at­ten­dants made in-flight an­nounce­ment about the BBD Sale. Also, Flip­kart lever­aged the Face­book Live plat­form in­no­va­tively to cre­ate buzz right be­fore the sale went live. Just like last year’s Face­book 360 video, cre­ated for the same pur­pose, Flip­kart de­cided to bet big on Face­book Live and pack­aged it cre­atively as a game show. The BBD Show was es­sen­tially a game of Dumb-Cha­rades played live on Face­book to re­veal the top of­fers of the sale, on mute of course. Fea­tur­ing co­me­di­ans — Jose Co­vaco, Mal­lika Dua, Rahul Subra­ma­nium, and Karan Talwar, the show was a fun game of cha­rades where the co­me­di­ans en­acted the of­fers and the au­di­ence had to guess the of­fers on-the-spot to win big vouch­ers from Flip­kart.

“These are just a few in­stances where peo­ple don’t gen­er­ally ex­pect ad­ver­tis­ing, but the ini­tia­tives have caught their at­ten­tion nonethe­less and they have taken to Twit­ter and Face­book ap­plaud­ing the ef­fort,” said Bhan­dari.

He added, “We are also present on print, TV, ra­dio, out­doors, and quite heav­ily on the dig­i­tal plat­form of course. The ads are be­ing re­layed on ra­dio chan­nels across var­i­ous cities na­tion­wide, par­tic­u­larly in met­ros such as Delhi, Mum­bai and Ban­ga­lore, on Fever 104 FM and RedFM 93.5. So, I think we have a very bal­anced me­dia ap­proach.”

Flip­kart also part­nered with Ad­greetz — the in­dus­try’s lead­ing video per­son­al­i­sa­tion plat­form based out of the US — and cre­ated more than 1,00,000 per­son­alised ads based on spe­cific-cus­tomer feeds to dig­i­tally push the BBD event.

The me­dia mix, in terms of per­cent­ages, had a rea­son­able com­po­nent of dig­i­tal. In fact, the mass per­son­alised videos was avail­able only on dig­i­tal plat­forms be­cause through this plat­form, the brand be­lieved that it had the best chance of be­ing rel­e­vant and con­tex­tual to cus­tomers.

Apart from that, Flip­kart also part­nered with The Vi­ral Fever (TVF), ScoopWhoop, and oth­ers. to put out a broad ecosys­tem. This en­sured that wher­ever one went, the brand’s pres­ence was felt in a non­in­clu­sive man­ner with the con­tent to en­gage the per­son for the story that was be­ing told.

As op­posed to the launch in 2014, when BBD was a one-day event, to­day it has be­come a five-day mega shop­ping fes­ti­val. So, afaqs! Re­porter asked Bhan­dari what the idea was be­hind launch­ing the en­tire cam­paign cen­tered on the ‘Ab Me­hen­gaai Giregi’ thought. “We look at the BBD as a mar­quee event. We know ‘Me­hen­gaai’ is the old­est In­dian crib, so we thought it would be fun to have a fresh take on it, which is ‘Ab Me­hen­gaai Giregi’. It’s a very In­dian con­cept and makes the cam­paign rel­e­vant enough,” ex­plains Bhan­dari.

“In terms of the over­all ex­pe­ri­ence, it’s al­ways a joy to work on a cam­paign, es­pe­cially with kids. The amount of en­ergy they bring to the floor is amaz­ing,” he added.

While peo­ple are aware about BBD and the brand, Flip­kart’s in­ten­tion this time around was not just to make an­nounce­ments of the great of­fers and dis­counts avail­able dur­ing the sale, but rather, to es­tab­lish the fact that it has an ex­clu­sive col­lec­tion that isn’t avail­able any­where else.

As far as re­tain­ing the fresh­ness in con­tent is con­cerned, the brand wanted to be rooted in a strong con­sumer in­sight and then ar­tic­u­late it in the best cre­ative man­ner. ■

“We look at the BBD as a mar­quee event. We know ‘Me­hen­gaai’ is the old­est In­dian crib, so we thought it would be fun to have a fresh take on it, which is ‘Ab Me­hen­gaai Giregi” KARTIKEYA BHAN­DARI

Flip­kart part­nered with Ad­greetz and cre­ated more than 1,00,000 per­son­alised ads.

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