Actors Alia Bhatt and Amitabh Bachchan serve as the main stars for Flipkart's celebrated autumn advertisement effort
In the lead-up to the festive season, e-commerce giant Flipkart has launched a bold campaign for its Big Billion Days sale. Produced by advertising agency Leo Burnett, the campaign, titled "Flipkart Big Billion Days - Kuch Bhi Ho Sakta Hai!", marks a shift in Flipkart's advertising strategy, favouring digital advertising over traditional television-heavy spending.
The campaign centres around a young influencer named Arista Mehta, who is transported into a glitzy party after shopping on Flipkart. Surrounded by stars, Arista finds herself in a choreographed dance sequence with none other than Bollywood icons Alia Bhatt, Amitabh Bachchan, and Kajol, who plays the role of the driver of a luxury car in the commercial.
The film opens with Arista excitedly showing her colleagues the bargains she scored during the Big Billion Days sale. The campaign aims to appeal to both mass audiences and digitally native consumers by positioning an influencer at the centre of the narrative while surrounding her with well-known personalities.
Connected TV and influencer-led commerce are key areas of focus for Flipkart's advertising strategy this year. Analysts note that festive sales are a significant contributor to e-commerce platforms' annual revenues, making this period the most competitive window for these companies. Other players like Amazon, Meesho, and others are also expected to roll out aggressive campaigns ahead of Diwali.
Flipkart's latest film leans heavily on Bollywood nostalgia, drawing inspiration from the popular Deewangi Deewangi song sequence in Om Shanti Om. The campaign features a variety of celebrities including Farah Khan, Yashraj Mukhate, Aman Gupta, and Sreeleela.
The intensified advertising push during the festive season is not unusual for e-commerce platforms. With the Big Billion Days sale, Flipkart is underscoring its attempt to sharpen its focus during this crucial period. The company's advertising strategy for the festive season is heavily digital-first, reflecting the growing importance of online advertising in today's digital age.
As the battle for market share heats up, it's clear that the e-commerce landscape in India is set for another season of intense competition.
