‘Big Billion Days has redefined benchmarks of success, for Flipkart & e-tail category’
Sagar Kapoor, CCO, Lowe Lintas, and Hari Krishnan, President, Lowe Lintas share how the agency has contributed to the success of Big Billion Days through its campaigns
Flipkart’s Big Billion Days campaigns have been around for six years now and since 2016 Lowe Lintas has been weaving a success story for the brand through its campaigns.
Today, Big Billion Days (BBD) is one of the most recalled and well-known sale event in the retail category. The most memorable campaign stems from identifying relevant consumer insights that resonate with executional breakthroughs, for instance memes on TV as a new format that had rolled out last year in the campaign Big Billion Days - ‘Ab India Hoga Budget Se Mukt’.
For the agency, it all began in 2016 with the campaign Big Billion Days - ‘Itne Mein Itnaaa Milega’ campaign. This was followed in 2017 by Big Billion Days - ‘Ab Mehengiayi Giregi’; in 2018 – Big Billion Days - ‘Ab India Hoga Budget Se Mukt’. This year it is – “Big Billion Days are Here!”
But how has this event impacted the brand and helped them garner an effective ROI? In 2016, the first year when Lowe Lintas conceptualised the campaign, it was recorded that the sales of BBD had multiplied 10 times. In just 6 hours, the number of products sold were higher than 2015. Over 5 lakh products were sold in just an hour of the BBD event going live.
In 2017, the brand had over 70 per cent market share in categories like fashion, mobile phones and appliances. Last year, the brand recorded a 50 per cent growth in new customers.
We, at exchange4media, spoke to Sagar Kapoor, CCO, Lowe Lintas, and Hari Krishnan, President, Lowe Lintas, about how the campaigns have evolved over the years.
The impact the previous campaigns have created on the brand
The Big Billion Days campaign has, in a way, redefined benchmarks of success not just for Flipkart but for the whole e-tail category. Year on year, the scale and effectiveness of the BBD campaign has only grown.
Development of strategy based on consumer feedback from previous campaigns
While the scale of the event has grown every year, what remains constant is the fact that BBD has always been about providing amazing value to Flipkart's customers. Therefore, the challenge really is to revise the strategy on the backdrop of a strong insight and build relevance with the consumers. Since BBD is now a brand in its own right, this year we explored how people plan their lives around the event as the central theme of the campaign. This has been captured through a series of stories, each delivered by a celebrity protagonist playing a unique character, presenting them in roles that people haven’t seen them in before.
The strategy behind retaining Flipkart as a client for so many years
Whether it’s the launch of a new category or a sale event or anything else, the partnership between Lowe Lintas and the team at Flipkart has always been a very open, respectful and collaborative one. We identify challenges and create problem definitions together as a team, challenging each other when required. At Lowe Lintas, we have always believed that great ideas are born out of great partnerships - the proof of which you can see across our portfolio.
How has the creative process evolved to make sure the campaigns stay relevant and clutter-breaking for the consumers
The creative teams working on Flipkart are wired in a way that each time they try to push themselves to beat the benchmark set by their own work. The evolution in the creative process to that effect is such that we identify idea spaces or zones at the outset and bounce it off with the Flipkart team right away. That way we have an idea that is laser-sharp and then everybody works towards making it bigger.
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