Flipkart has once again roped in kids in their adult avatars to promote what has now become an annual phenomenon – Flipkart’s The Big Billion Days (BBD). A sale event marked on most shoppers’ calendars, it is being promoted this time through a series of campaigns that plays on the word ‘mehengai’, right ahead of the festive season.
Compared to its launch in 2014 when BBD was a one-day event, today it has become a five-day shopping festival. This year too, Flipkart is not just offering discounts but also exclusive deals on a range of products, including smartphones, large appliances, fashion and its recently launched furniture business.
The communication had to cut through the noise of innumerable sale and discount campaigns and appeal to every Indian, building the stature of Flipkart’s BBD as one of the largest sale event the country has ever witnessed, be it online or offline. Noise apart, it must have been difficult for the brand to do better than the BBD 2016 campaign – the iconic ‘Itne mein itna milega’ that was a resounding success and which resonated strongly with consumers.
‘Mehengaai’ is a very colloquial word used by the common populace for rising prices, which also happens to be a common grouse of the country. The idea of ‘Ab mehengaai giregi’ – (now inflation will fall) was born and BBD 2017 was positioned as the antidote to rising prices.
Conceptualised and executed by Lowe Lintas Bangalore, the campaign is a series of eight unique films, set in eight 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 complains about growing inflation, and the other presents Flipkart’s BBD 2017 as a solution to rising prices.
Arun Iyer, Chairman and 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.”
In the first lot, the company released three films of about 30 seconds each: featuring an informer and a police inspector; dhaba owner and waiter and father and son. Set in three different backdrops, each film stresses on the challenges of inflation and how BBD will solve the problem to some extent.
Shoumyan Biswas, CMO, Flipkart, added, “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.”
Creative Team: Arun Iyer, Rajesh Ramaswamy, Ujjwal Kabra, Lohith Chengappa, Adarsh Atal, Sukumaran N, Rangaprasad M and Sudheesh Sreedharan
Planning Team: Kunal Joshi and Ajay Ravindran
Account Management Team: Hari Krishnan, Anand Narayan, Parshuram Mendekar, Jayendra Katti and Ketaki Joshi
Production house: Ramesh Deo Productions
Director: Abhinay Deo
Producer: Satyajit Kadam