There are a host of dates earmarked in India’s annual calendar where consumers wait with bated breath to partake of the celebrations. Clearly figuring in this list is the ‘The Big Billion Days’ (BBD), that has been made popular by Flipkart over the past two years. As a concept, Big Billion Day was launched in 2014 as a one day sale initiative across categories. But over time, it has moved to a 5-day long full-fledged sale event with different categories opening on different days.
As opposed to The Big Billion Days 2015, which was an ‘App only’ sale, this year the sale is being extended across all platforms – App, website and m-site. To re-establish its connect this year with the users, Flipkart has announced the rollout of a full-blown integrated campaign that is one of the largest marketing initiatives being undertaken by the company this year.
Flipkart, which is aiming to grow its customer base as it launches its largest marketing campaign this year, recently said that it crossed 100-million registered users. “We aim to get 30% more reach this year with our campaign for Big Billion Days and will spend more than 20% of our budgets on digital channels to do this,” said Samardeep Subandh, Chief Marketing Officer at Flipkart.
As part of the marketing exercise, Flipkart has rolled out a series of videos that will attempt to inform the consumers that it is not just another sale event but the ‘Sale Event’ of the year. The key message that is derived from the campaign sums up the entire event – “ITNE mein ITNAAAA milega”. It communicates that no matter what one’s budget is, BBD increases its value with the unbeatable offers it has across categories. So staying within budget, one can upgrade or buy more and not let the budget dictate one’s shopping aspirations.
Conceptualised and executed by Lowe Lintas Bangalore, the brief shared to the agency was to land the fact that BBD is not just another sale event but rather it is the ‘Sale Event’ in India. To cut across the clutter and differentiate itself, Flipkart opted to use kids and show them in witty yet real situations.
Highlighting the creative thought-process behind the campaign, Arun Iyer, Chief Creative Officer, Lowe Lintas said, “Like most important events, The Big Billion Days have come to be an important event in the Indian context. These are the days when consumers unleash their inhibitions and go on a shopping spree with much gusto. The campaign thought ‘ITNE mein ITNAAAA milega’ is a colloquial expression that captures how Indians like it when they receive something extra by paying a small sum. This thought has been captured well by the kids that act as orchestrators of the message. It was an exciting campaign to work on, and we hope consumers like it as much.”
All these initiatives will go a long way in making BBD the most awaited event for the year in India.
Agency: Lowe Lintas Bangalore
Creative: Arun Iyer, Rajesh Ramaswamy, Ujjwal Kabra, Nischal Thapa, Adarsh Atal, Indrasish Mukerjee, Praveen Sekar
Business: Hari Krishnan, Anand Narayan, Sushant Sadamate, Harish Shetty, Ketaki Joshi, Pooja Sharma
Planning: S. Subramanyeswar, Sujit Pattnaik
Production House: Early Man Film (Abhinav Pratiman)