Bangalore: As opposed to the launch in 2014 when Big Billion Days (BBD) was a one-day event, 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 smartphones, large appliances, fashion and recently launched furniture business.
The communication had to cut through this noise of various brand campaigns offering discounts to consumers and appeal to every Indian, that builds the stature of Flipkart’s The Big Billion Days as the largest sale event the country has ever witnessed, be it online or offline. Noise apart, it was a tougher task to do better than the BBD 2016 campaign – the iconic ‘Itnemeinitnamilega’ that was a resounding success and has resonated strongly with consumers.
‘Mehengaai’ is a very colloquial word used by the common populace for rising prices or inflation which also happens to be a common grouse of the country. It is a frequently used term and rings true across all generations, genders and regions. What if, for 5 days, you could forget ‘mehengaai’ (inflation) and get the freedom to indulge? The idea of ‘Ab mehengaaigiregi’ – (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 8 unique films, set in 8 relatable, humorous situations that will be visible on and offline. Featuring the now familiar, endearing world of ‘Flipkart Kidults’, each film is centred around 2 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.
Highlighting the creative thought process ArunIyer, 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 mehengaaigiregi” 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 MehengaaiGiregi’ 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”.
Ramesh Deo Productions (AbhinayDeo, SatyajitKadam)