Beyond Logic: Flipkart’s Big Billion Days ad lost in translation?

Amid the sea of illogical ads that completely miss the mark, here's yet another one that will leave you wondering, ‘what are they trying to say’? Flipkart’s latest ad promoting their upcoming Big Billion Days sale is a perfect example. Typically, when people think about saving money, they might plan for five, ten, or even twenty years down the line. But according to this ad, if you’re aiming to buy a luxurious house, you might need to save for 150 years—oh, and maybe invest in a turtle too, since it’ll probably outlive you to enjoy the house! The ad sarcastically pokes fun at those who save instead of splurging during big sales, but the message is so poorly executed that it feels like an awkward attempt at saying, “Save for 150 years, and it’ll all be worth it one day. 

The advertisement features a father reprimanding his son for purchasing a phone online. In a twist, the son contacts the father's school teacher to illustrate the "Math of Big Billion Days," explaining that savings from 100 Big Billion sales could fund a mansion. However, the ad strays far from its intended message. While the creative and quirky approach has potential, the complex and seemingly sarcastic narrative may leave viewers puzzled rather than enlightened about the benefits of shopping during the sale.

Talking about the campaign, brand expert and former Global Partner of FCB Group Rohit Ohri shaed, “Where do you see yourself in 150 years? DEAD! Honestly, I did not get the point of this promotional ad. Flipkart is telling a 50-year-old man that he will get a car worth Rs 5 crore when he is 92. An ambulance worth Rs 5 crore might be more relevant.”

“My experience with brand promotions has always been that they need to be extremely simple and have instant gratification. Complex promos with delayed gratification just don't work in the market. The viewer will need a Phd-levl understanding to comprehend this advertisement. I doubt they will find many takers,” Ohri added.

“Overall cute but somewhat muddled, is what Carol Goyal, Executive Director, Rediffusion, said about the ad, which, according to her, could not be saved even by a good team of actors. “The Big Billion Maths ad will elicit a chuckle for sure but I am not certain if the narrative actually has any great logic to it. The overall premise of the ad is interesting but the narrative is too long and beyond a point it becomes kind of far-fetched,” said Goyal.