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