MUMBAI, INDIA — Ahead of the iconic Big Billion Day sale, Flipkart launched two campaigns, “Math of the Big Billion Days” and “Big Billion Days Cover Up.”
Conceptualized by DDB Mudra Group – these hilarious and tongue-in-cheek films show how Indians love maximizing value – by finding the best deals, getting more for less, and feeling proud of every rupee saved.
Pratik Shetty, Head of Marketing & Media at Flipkart, said, “Flipkart’s Big Billion Days is all about celebrating the joy of finding great deals and savings. Campaigns like ‘Math of Big Billion Days’ and ‘Big Billion Days Cover Up,’ are a fun take on the many effects and side effects of unlocking great deals on Flipkart.”
“Math of Big Billion Days” is an over-the-top way at showing how massive the savings are on Flipkart Big Billion Days. The film introduces a family of three and a spirited math professor, reminiscent of those strict but endearing teachers we all had in school. The son hilariously ropes in the eccentric professor to make his father aware of the benefits of shopping during Big Billion Days. As the professor walks the family through larger-than-life scenarios, the dad finally sees the light, Big Billion Days offers the best savings. The campaign extends to outdoor linking it to mathofbigbilliondays.com where consumers can shop and explore just how far their savings could go if invested.
Sourabh Dubey, Group Creative Director at DDB Mudra, said, “Flipkart’s Big Billion Days is at a stage where it needs no introduction. People already have it on their calendars, and all it needs is a quirky reminder to keep it top-of-mind during the sale period. So, we created ‘The Math of Big Billion Day,’ an unrealistic formula about what your current savings might lead to in the future. While the future-facing part of the idea is absurd and humorous, it still reinforces the message that you’ll save a lot.”
The second campaign, “Big Billion Days Cover Up Coupon,” is a scenario from every typical Indian household where no matter how smart you are with your purchases, there’s always a taana (barb) waiting for you at home: “Sale pe hai toh puri dukaan khareed loge kya?” (Just because it’s a sale, will you buy the entire store?). Enter Flipkart’s “Big Billion Day Cover-Up Coupons.”
Gagandeep Bindra & Rahul Arcot, Group Creative Directors at DDB Mudra, shared, “No parents, in the history of Indian parents, has ever looked at a sale, and said, go ahead, shop as much as you want. Instead, our delivery boxes are met with truckloads of taanas. So, to help Indians scratch that shopping itch, we’ve created Cover-up Coupons, a series of legit-looking, but fake scratch and win cards that let you pretend you’ve won everything you’ve bought. And help you go taana-free during our biggest sale of the year.”
