Flipkart to create 3 million personalised digital ads for Big Billion Days

Flipkart to deliver over 3 million personalised digital ads over the course of the three week campaign that began last week

by Venkata Susmita Biswas
Published - Oct 8, 2018 9:08 AM Updated: Oct 8, 2018 9:08 AM
flipkart

Flipkart’s advertising blitz for the upcoming Big Billion Days is all set to create a record for most number of personalised digital video assets. The e-commerce brand is expected to deliver over 3 million personalised digital ads over the course of the three week campaign that began last week.

The personalised videos will also star over a dozen celebrities that the e-commerce giant has roped in for what is its biggest ever marketing campaign for Big Billion Days. Flipkart has stepped up its personalisation game from last year when it had created around one lakh digital videos using 58 cohorts and 12 data signals. “Marketers tend to use around three data signals to create personalisation. For example, different languages or locations etc. This year we have used 200 signals and will have created over 3 million digital video ads by the end of the campaign,” says KunalDubey Director - Brand Marketing + Media Head.

The campaign, that is as star-studded as a campaign can get, is built to “own the passion points of the Indian consumer - entertainment and sports,” says Dubey. A bevy of stars including Amitabh Bachchan, ViratKohli, MS Dhoni, DeepikaPadukone, Alia Bhatt, Tammanna (Tamil), Mahesh Babu (Telugu), Mahesh Manjrekar (Marathi), Prosenjit (Bengali), SouravGanguly, SainaNehwal, DiljitDosanjh, Ranvijay Singh are telling consumers how Flipkart is making them “budget se mukt” this season.

DeepikaPadukone alone appears in six different ads promoting different product categories from electronic goods to fashion accessories. She is also seen promoting the EMI option and Flipkart owned brands, which will be offered on discount during the sale days. Other celebrities also appear in at least 3-4 20 second spots which highlight the different offers and schemes for Big Billion Days.

Team Flipkart is creating not just a few million digital videos but also a couple of hundred television commercials for its fifth edition of Big Billion Days sale. The whole campaign is unique collaboration between the Flipkart brand team, Lowe Lintas and DentsuWebchutney where Lowe Lintas has worked on the offline part of the campaign and DentsuWebchutney has worked on the digital campaign. “For Big Billion Days, our intent also is to set the benchmark for how marketing fraternity campaigns are designed, planned and executed,” says Dubey, speaking about the new marketing initiatives that Flipkart has taken up this year.

e-commerce portals generally lead the way when it comes to digital advertising. According to the Dentsu Aegis Network Digital Report, e-commerce contributes to 19% of digital ad spends annually. Flipkart too spends heavily on digital advertising and has “expanded its focus on digital over the years,” says Dubey, who also leads the media buying team at Flipkart. He tells us that his annual digital spend is just as much as his traditional media spending. “This could even go up to 60:40 ratio in favour of digital during campaigns like Big Billion Days,” he adds.

One of the tech innovations that Flipkart has jointly created with Google Zoo is this Big Billion Days ka Boss. A customer can then bargain and negotiate with Google Assistant to lower the price of of among four products (chosen by Flipkart) and bring it down to an acceptable level. At the end of the day, the customer with the lowest price is crowned ‘Big Billion Days Ka Boss’. The customer wins the product for themselves for free, and the price they negotiated becomes the price of that product on Flipkart’s platform.

Flipkart has been pursuing an aggressive 360 degree marketing strategy to rival Amazon India’s ‘The Great Indian Sale’, which is conducting its festive sales on the same days as Flipkart. Flipkart is confident that its digital strategy has not even been attempted by Amazon India which is focusing its efforts on a lot of offline activities and the launch of a Hindi app this year.

This is the first Big Billion Days sale since retail giant Walmart acquired Flipkart in May this year. Until last year Flipkart is known to have spent around Rs 250-350 cr (as per Pitch Madison Advertising Report) on its marketing activities, but given the infusion of funds from Walmart and the scale of the current campaign, media experts say that Flipkart’s annual spend may have gone up a few notches. But Dubey maintains that while Flipkart may have roped big ticket celebrities including Amitabh Bachchan, DeepikaPadukone, and ViratKohli, the spends have not increased very significantly over last year. “We have been smart and intelligent about our dollar spend,” he says.  

The five-day-long Big Billion Days sale will commence on October 10.

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