Top Story

e4m_logo.png

Home >> Digital >> Article

Flipkart, DentsuWebchutney launch digital campaign for Big Billion Days Sale

29-September-2016
Font Size   16
Flipkart, DentsuWebchutney launch digital campaign for Big Billion Days Sale

Flipkart is leaving no stone unturned to ensure the success of its upcoming annual sale, Big Billion Days. Moving away from the tried and tested route of traditional advertising, Flipkart has launched a digital campaign with DentsuWebchutney for the sale. The campaign, comprising a 360-degree video, is an interesting mix of advertising and treasure hunt.

As the lead character in the film says, it’s a “game disguised as a 360 video.”

Taking from the campaign theme, ‘Ab itne mein ITNAAAA milega’, the activity maximises the experience of the user by packing in a treasure hunt within the 360 video. The 360 video shot within the Flipkart head-office, gives users a tour of several conference and meeting rooms, the movie and music themed floors, the lobby arena and more. Across the locations, offers are hidden on a poster on the movie floor, on the T-shirt of a busy employee passing by, and others. Users have to spin their phones, spot these offers and screenshot them. The screenshots of these offers have to be shared back with Flipkart in exchange for grand prizes.

Speaking about the new campaign, Shoumyan Biswas, Vice President – Marketing, Flipkart, said, “For us engaging with our users with a compelling story is as important as sales. We constantly like to push the frontiers – be it with our service, technology or consumer engagements.”

The 360 video hunt capitalises on the internet eyeballs grabbed by The Big Billion Hunt (India’s first Instagram tag-innovation) carried out last year. This year again, the medium has been optimised to the fullest to give users a novel experience within a known format.

PG Aditiya, Creative Director, DentsuWebchutney, added, “The more creative your idea, the more peculiar its problems. 360 as a technology hasn’t progressed too far yet, and we were experimenting with form which had little precedence- gamification within storytelling using 360. There were tons of roadblocks but as it’s always the case, the output was worth it. For Indian digital creatives, it’s a pretty big step in the right direction- with the potential of interactive video using tech that social gives you."  

Commenting on the campaign, Prashant Gopalakrishnan, Associate Vice-President, DentsuWebchutney, said, “The Big Billion Days has always been special for DentsuWebchutney. And checking out the best offers is the happiest moment for the user – because that’s when he realises that the brands he has been longing all year long now fall straight in his budget. We wanted to make this moment as exciting for the user as we could.”

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

Launches third phase of TVC campaign ‘Think it. Done’

Based in Mumbai, Usha has nearly two decades of experience in the Indian media and entertainment sector and will serve as a strategic advisor to H+K’s diverse portfolio of clients with a special empha...

Report based on media channel data in 96 countries and detailed findings from the world‘s key ad markets, which between them account for approximately two-thirds of the value of global advertising tra...