Flipkart goes big on OOH for strong build-up to ‘Big Billion Days’

OOH has served as the big canvas on which online retail major Flipkart has caricatured its upcoming ‘Big Billion Days’ sale this week — during September 20-24. Through this mega annual sale, Flipkart aims to double its sales as compared to the same sale conducted last year.

In the run-up to the five-day event, Flipkart is drawing customers to the sale with deep discounts, no-cost EMIs and other new offers such as debit card EMIs. The sale is also a challenge to arch rival Amazon India’s ‘Great Indian Sale’.

The OOH campaign’s motto was to paint the town blue and make the communication and dates imprisoned in the TG’s minds. The OMI team, which handled the outdoor mandate for the campaign, went full- throttle with its task and zeroed in all the impactful sites that had the potential to magnify the message. The media assets at all key arterial routes in Delhi, Mumbai, Bangalore, Lucknow, Varanasi, Allahabad, Patna and Lucknow enabling the campaign to stand out in the crowd amidst a lot of clutter already were selected.

Speaking on the campaign success, Naresh Bhandari, COO, OMI, said, ‘We look forward serving Flipkart on its big billion-daycampaign as the challenge for us every time is to beat our own record of success. The team has done it yet again giving them larger than life visibility and making them the most dominant campaign on Outdoors today. OMI is fortunate to have a fantastic team of Planners & Buyerswho can translate any ideas to reality and backed by a strong operation- maintenance team and a strong client focussed servicing team. The team efforts together make all the difference.  We are extremely delighted to have offered them a no-miss visibility in all the towns and the buzz created for them will ensure the heaviest of traffic to their portals during the same period .

Kartikeya Bhandari-Sr Director-Brand Marketing- Flipkart, said, ‘BBD sets the tone for festive shopping in the country and to do justice to it we wanted to pick up an insight with a deep connect across generations and regions.Here is where the thought of positioning BBD as the anti inflation sale came in and hence the idea of “Ab mehengaai giregi’. To bring this to life we have made use of multiple touchpoints including OOH. We are extremely pleased with the OMI team delivering their best in terms of both planning and executing  the campaign.

Last year, Flipkart had generated gross sales of around Rs 3,000 crore during its ‘Big Billion Days’ sale. This year, the sale is expected to clock Rs 6,000-9,000 crore revenues.

Sales during Big Billion Days would mostly be driven by key categories such as smartphones, large appliances and the newly launched furniture business, as well as fashion in which Flipkart is a market leader, including sales from its Myntra and Jabong units.