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Flipkart, Dentsu Webchutney reinvent Indian Instagram landscape with ‘Big Billion Hunt’

The two entities created an interactive Instagram storytelling experience in first person for users ahead of the Big Billion Days Sale between October 13 and 17

BestMediaInfo Bureau | Mumbai | October 19, 2015


Flipkart carried out its flagship Big Billion Days Sale between October 13 and 17, during which the e-commerce player offered discounts on millions of products from over 40,000 sellers. One major change in the sale from last year was making it ‘App only’.

The company left no stone unturned in innovatively engaging the Indian shopper online in the days leading to the sale. Created by Dentsu Aegis Network’s digital agency Dentsu Webchutney, ‘The Big Billion Hunt’ saw innovative use of Instagram.

‘The Big Billion Hunt’ was an Instagram treasure hunt, wherein ‘hunters’ (participants) explored the house of a protagonist ‘Tarun’, in first person, and helped him find his Big Billion Kit items. These items gave shoppers an ideal Big Billion Days sale experience – a wallet with card, standard charger, portable charger, Wi-Fi dongle and a shopping list.


The Big Billion Hunt used 32 different Instagram accounts to create a complete house with various locations and relatable navigation symbols which helped ‘hunters’ move between rooms and look for items. Right from a calendar in the living room to the glove compartment in a car, a complete explorative experience was crafted.

Launched at 12 noon on October 10, a bounty of Rs 50,000 in Flipkart eGVs (electronic gift vouchers) was up for grabs for participants who completed the hunt by 12 midnight on the same day. Though about 560 public posts on Instagram with #TheBigBillionHunt were generated, about 210 Instagrammers successfully completed the hunt in time to be eligible for the bounty. Five winners were announced earlier this week, but the campaign has been kept online for others to experience.


Commenting on the campaign, Shoumyan Biswas, Head of Brand Marketing, Flipkart, said, “We got ready for our Big Billion Days Sale by engaging the online audience using innovative story-telling and content. On Instagram specifically, we planned the Big Billion Hunt, an activity we had never attempted before. We believe that users who engaged with the Big Billion Hunt found it to be a delightful experience.”

The campaign added nearly 400 new followers to Flipkart’s Instagram account within the first 12 hours of going online even though the activity wasn’t even hosted on the Flipkart Instagram account. #TheBigBillionHunt trended No. 1 in India for about two and a half hours on the launch day with 3,432 tweets and a reach of 3,371,505.

Brands in India have so far used Instagram to showcase products or deliver a specific brand theme. Flipkart attempted to beat the stereotype by creating an experience where by personal choice, users created their own brand story.

Photographs are the best storytellers. Preparation is the most enjoyable part of any occasion. Flipkart and Dentsu Webchutney leveraged these insights to deliver an interactive Instagram storytelling experience in first person.

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