Flipkart's latest marketing move during the Indian Premier League (IPL) season has caught the attention of many. Despite not being a direct sponsor of IPL, Flipkart has taken the spotlight with its clever campaign, engaging in banter with top brands like Acko, RuPay, MPL, boAt, and Pedigree.
Flipkart's Marketing 'Masterstroke'
The #BigTVBiggerDiscounts campaign revolves around enticing consumers with great deals on premium, large-screen TVs, enhancing the viewing experience for IPL fans. The campaign cleverly suggests that bigger TVs not only improve the cricket-watching experience but also amplify the impact of advertisements.
Check out how Flipkart cleverly integrated other brands into its IPL campaign. Despite not being a direct sponsor of IPL, the e-commerce retailer accepted 'thanks' for offering big discounts on television screens that air their advertisements.
Flipkart's Response to the Campaigns
Pratik Shetty, head of marketing & media at Flipkart, explained the strategic rationale behind the campaign, emphasizing the importance of IPL in Indian culture and the opportunity it presents for brands to connect with audiences. The campaign features billboards showcasing witty exchanges between Flipkart and the participating brands, highlighting the mutual benefits of collaboration during IPL.
IPL Season's Best Campaign Yet?
Each billboard conveys messages of gratitude and mutual benefit, setting a playful tone for interactions between Flipkart and the other brands. The digital extension of the campaign further enhances brand visibility and engagement.Vishnu Srivatsav, national creative head at 22feet Tribal Worldwide, praised the campaign's focus on ads, in addition to cricket, noting the collaboration among brands and the clever messaging.
Overall, Flipkart's #BigTVBiggerDiscounts campaign not only promotes its products but also fosters collaboration and mutual benefit among brands during IPL. The campaign demonstrates Flipkart's innovative marketing approach and its ability to set new standards in effective communication strategies during major events like IPL.
