Flipkart did something noone saw coming: an ad… about ads.
The context? Flipkart built on a legitimate insight: the cricket experience on a big TV screen is simply beyond comparison – not just for viewers but for brands as well!
How? A bigger screen means a bigger space for brands to showcase their creative ads.
That’s why, this T20 season, Flipkart is offering special deals on premium, large screen TVs… to help everybody make the most of every match!
And if it’s Flipkart, there’s bound to be some cheeky brand banter. Here’s how they created a buzz around these exciting discounts.
What makes this move especially clever
Flipkart is not an official sponsor this cricket season. Instead, they did something truly out-of-the-box by collaborating with official sponsors for a unique takeover.
Each brand highlighted a different POV around the offering: Big TV, Bigger Discounts.
Truly embodying ‘the bigger, the better’ philosophy with a mix of humour and creativity.
Most brands use the cricket season to make cricket-centric campaigns
Flipkart ditched the conventional route to make the most of cricket season in a way that they stand out.
Each billboard has a creative, humorous take by a different brand around the benefit of these big TVs, with Flipkart’s offer emerging as the real main character.
It’s cheeky, it’s effective!
The common big message?
Ads look even more appealing on larger screens simply because of their sheer size and quality.
A ‘larger’ than life campaign
A fun approach to engage with other brands, create chatter and highlight their attractive discounts aimed at enabling people to enjoy the cricket season the way they deserve to: with a big, premium TV screen!
Here’s what the key folks behind the campaign had to say:
Pratik Shetty, Head – Marketing & Media, Flipkart said, “Cricket is like a religion in India, and every year in the months of March and April, the cricket fever is at its peak. It’s the one thing that unites people across India and is watched by families together. We wanted to elevate the viewing experience by showcasing our selection of Big TVs on Flipkart. So, we decided to reach out to our customers in a unique way where we partnered with brands and took the banter to billboards with a single message, you’re welcome partner, your ads for which you have worked very hard this season will be more impactful when viewed on our Big TVs.”
Vishnu Srivatsav, National Creative Head, 22feet Tribal Worldwide said, “When it comes to IPL related advertising, everyone talks cricket. We felt there was at least one more topic to speak about this IPL, which were the ads. We realised that bigger TVs mean a great cricket viewing experience, but hey, it also means bigger ads. And we were fortunate that some of the best brands advertising during the IPL were open to collaborate and get involved in the banter.”
