Flipkart rides on Bollywood celebrities to promote Big Billion Days sale

The company has brought celebrities and influencers across the spectrum to reach out to and engage with a diverse set of consumers. Donning the hats of a policeman, journalist, politician and the likes, celebrities including Amitabh Bachchan, Deepika Padukone, Alia Bhatt, Virat Kohli, MS Dhoni, Dulquer Salman, Mahesh Babu and Puneeth Rajkumar will be seen in different avatars that consumers can relate to.

In a series of ads across television, radio and digital platforms, these celebrities will bring alive the central theme of India preparing for The Big Billion Days. Across platforms, the campaign, conceived by Lowe Lintas, will reach out to over 300 million consumers in over 100 cities through 100 television commercials, three million digital assets and strategic collaborations with various digital platforms.

Speaking about the campaign, Vikas Gupta, vice-president and head of marketing at Flipkart, said, “With an integrated and inclusive approach to our latest campaign, we are collaborating with a special set of celebrities and influencers, who we believe will drive more people to our platform and enable them to experience The Big Billion Days. Each celebrity will be seen in a unique avatar which we believe will connect well with our consumers across the country, as we bring Bharat and India closer this festive season."

To take the celebrity engagements a notch higher, Flipkart has also collaborated with hip hop star Badshah, to create an anthem, which will be available to listeners across leading music channels and platforms.

Sagar Kapoor, chief creative officer, Lowe Lintas said, “For this year's shopping carnival, Big Billion Days, we used celebrities in a different manner. They are all protagonists in their respective stories who are so excited about the sale that they are all preparing for it well in advance. It's a humorous take where they are mirroring the excitement of the consumer that this online shopping event creates in the country."

Flipkart has recently introduced a simplified Hindi user interface, a unique rewards system, credit-backed payments system and also offers the widest selection of brands and products across categories. Since its inception in 2014, Big Billion Days has become an annual flagship property of Flipkart which competes with rival Amazon India's The Great Indian Festival.