MUMBAI: As it stands today, the Indian e-commerce marketplace has traversed miles ahead since it took off a few years ago. What was a doubtful and not-so-premium affair a few years ago has now become a convenient and foolproof mode for customers to shop and access products of their choice. The wheels of change were set in motion when Sachin Bansal and Binny Bansal set up Flipkart thereby introducing online shopping to the country. Since then the e-commerce marketplace has grown multifold and has emerged a hot favourite for customers and investors alike.
Since 2007, Flipkart has been at the forefront of innovation thereby becoming the preferred choice of online shoppers. To celebrate this decade-long association with the customers, Flipkart has announced a year-long initiative under ‘BIG 10’. To begin with, it has unveiled a massive marketing communication ‘Big 10 Sale’, where it has put together a never before combination of 10 Big Benefits that make this event bigger than a sale. What’s unique about this is that it not only gives great discounts, but also offers an opportunity for customers to win international trips, a chance of free shopping, free gifts every hour and much more.
Commenting on the rollout of this unique communication initiative, Kartikeya Bhandari, Senior Director Marketing, Flipkart said, “Flipkart completes 10 years and we are celebrating this with our customers in a grand way by offering 10 big benefits in the Big 10 Sale. With a bouquet of deals, discounts, freebies, giveaway etc. we felt that this was far bigger than a regular sale event. Further, we looked closely at how our shoppers were consuming content across digital platforms and designed a campaign which was specifically ‘made for digital’. The types of engagement activities, sequencing of messaging along with creatives has all been designed with digital consumer in mind.”
The communication has been designed to showcase the largeness of this sale in a montage format. It showcases people from different walks of life across five real-life everyday situations talking about the bigness of the sale. In every situation, we have one person who is informing the other about the event and the others trying to get their head around the sheer scale of the sale. The communication has also taken a comparative route to establish the bigness of this sale. Eg. ‘Normal sale mein only discounts, Flipkart Big 10 Sale mein Big Discounts Ke Saath International trip bhi.’
Since this is a new property, the campaign is designed in a way that it generates maximum awareness about the event and thereby the benefits. To achieve this objective, the campaign broke with 5 teaser films to create buzz around the fact that Flipkart is coming up with something big. This was followed by a master film and related films to bring the entire campaign alive.
Highlighting the creative thought process behind the Big 10 Sale, Rajesh Ramaswamy, Executive Director, Lowe Lintas said, “The idea was simple. 'It's not just a sale.' It was something much bigger. We wanted to amplify this in a really unique and entertaining manner.” The campaign has been rolled out across popular online mediums and would span over a period of 15 days across India.
