Flipkart has unveiled an advertising campaign ahead of its upcoming Big Billion Days, the annual event that offers the widest selection of products and unparalleled value to consumers. With the central theme of celebrating the Big Billion Days as a cultural event, the campaign highlights the ways in which the occasion is celebrated by the entire country. Conceptualised in collaboration with McCann Worldgroup, this year’s campaign theme is designed to showcase how The Big Billion Days brings together families and friends.
The campaign comprises a series of TVCs showcasing India’s most-loved celebrities in unique “double avatars”. Virat Kohli, Ranbir Kapoor, Alia Bhat, Amitabh Bachchan and Mahesh Babu are bringing to life engaging personas that the entire Indian audience can relate to, especially during a much-awaited shopping festival.
The campaign leverages the underlying element of friendly competition and light-hearted rivalry between near and dear ones, to get the best deals and outdo one another. McCann Worldgroup has won the creative mandate for The Big Billion Days 2020, after a multi-agency pitch.
Vikas Gupta, Head of Customer, Marketing and Digital Businesses, Flipkart, said, “The Big Billion Days is India's biggest shopping festival, eagerly awaited by all Indians and one that adds sparkle to the festive season. Over the years, the marketing campaign for The Big Billion Days has built a legend of its own. This year, we have scaled new heights, in collaboration with McCann, to bring India's most-loved celebrities and influencers, in a unique double role, to share endearing human stories about The Big Billion Days that are sure to connect with audiences across the country.”
Prasoon Joshi, Chairman McCann Worldgroup, Asia Pacific, CEO and CCO McCann Worldgroup, India, said, “Flipkart’s The Big Billion Days 2020 has been a challenging and exciting campaign for McCann India. Given executional limitations, ideas were crafted for maximum creative impact. The celebrities’ star power is maximised through a double role window to stir up imagination and subliminally register through subtle humour. The campaign is sure to engage and drive a strong consumer connect.”
To support the new-to-internet users ahead of The Big Billion Days and the festive season, Flipkart recently introduced its app in vernacular languages, Tamil, Telugu and Kannada, to make online shopping on the platform accessible across geographies. With a host of new features, a large selection of brands and affordable payment constructs, Flipkart aims to offer the widest range of products across categories available to the consumers across the country.
The ad films:
Creative agency: McCann Worldgroup
Chairman APAC, CEO & Chief Creative Officer McCann Worldgroup India: Prasoon Joshi
Chief Operating Officer: Jitender Dabas
Executive Director & Head of Creative: Ashish Chakravarty
Creative Head, McCann Delhi: Kapil Batra
Creative Head, McCann South: Sambit Mohanty
Executive Creative Director: Abhinav Tripathi
Executive Vice President, McCann South: Dileep Ashoka
Head of Planning, McCann South: Rasika Fernandes
Creative team: Ashish Nath, Nikhil Mehra, Rathish Subramaniam, Nilesh Kulkarni, Ketan Deshpande, TK Radhesh, Ajith Emmanuel, R Unnikrishnan, Vishal Nicholas, Tarun Kumar, R Karthik, Cynthia Unnikrishnan, Regis Arockiaraj, Arjun Sharma, Sandeep Palasseri, Neha Sukumar and Vaishali Rao
Films: Jeet Kalra, Crystal Carvalho, Aamir Khan and Karan Prabhakar
Account Management: Shreekant Sreenivasan, Sharon Varghese, P N Keshav, Bharath Shankar, Vivek Ranganathan, Anup MR and Agnimita Dey
Client: Vikas Gupta, Nandita Sinha, Manjari Singhal, Jackey Kothia, VIjay Sharma