Flipkart has released their new campaign titled ‘’Ab mehengaai giregi’ to promote the Big Billion Day sale offerings with the famous Flipkart Kidults
It is that time of the year again, when e-commerce players are seen jostling with each other on every marketing mediums, to promote their respective sales?
Few days back, Amazon also launched their campaign ‘Karo milke tayyari toh tyohaar tyohaar lagta hain’ to talk about the brand’s ‘Great Indian Festival’. Now, Flipkart released their new campaign titled ‘’Ab mehengaai giregi’ to promote the Big Billion Day sale offerings with the famous Flipkart Kidults.
In 2014, BBD was a one-day event and today it has the status of a 5-day mega shopping festival in people’s minds. This year too, Flipkart is not just offering discounts, but also exclusive deals on a range of products that includes smart phones, large appliances, fashion and recently launched furniture business.
The challenge in front of the agency was to make their communication cut through the clutter and also churn out something which is better than their previous year’s BBD campaign ‘Itne mein itna milega’ which was also a huge success.
The idea of ‘Ab mehengaai giregi’ – (now inflation will fall) was positioned by the agency Lowe Lintas as the antidote to rising prices.
The campaign is a series of 8 unique films, set in very relatable, humorous situations that will be visible on and offline. Featuring the now familiar, endearing world of ‘Flipkart Kidults’, each film is centred around two characters- a frustrated one complaining about the ever-growing inflation, and the other who presents Flipkart’s The Big Billion Days 2017 as a solution to rising prices.
Commenting on the creative strategy, Arun Iyer, Chairman & CCO, Lowe Lintas said, “At a time when rising prices are on everyone’s minds, I think it’s quite cool that Flipkart is making it possible for people to afford the things they’ve always wanted. That’s where the line “Ab mehengaai giregi” comes in. Our intention was to make BBD more than just a mere sale event. Which is why, we tackled the cultural problem of ‘mehengaai’ as a whole. We had a blast shooting these different situations, especially with Abhinay, who brings his own magic to everything he does.”
Shoumyan Biswas, CMO, Flipkart, adds, “Over the years Flipkart Big Billion Days has grown from the largest shopping carnival in India to being synonymous to #1 festive sale in the country. All of India will see prices drop on things they desire the most and exclusive deals and products unlike anywhere else. Our campaign ‘Ab Mehengaai Giregi’ puts out the biggest offers that are not just worth the claim but also address the daily life woes of every Indian about ‘Mehengaai’. Nothing is ordinary about the Big Billion Days for us, and we are well prepared to reach out to our consumers with highly engaging communication and epic offers”.
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