Flipkart has rolled out a TV campaign for its ‘Big Billion Days’ sale from 13 to 17 October. The campaign revolves around the theme 'Abhi Nahin Toh Kabhi Nahin' (Now or never) and has been conceptualised by Chapter Five. One film of the campaign has been released so far.
The film features various instances where people are denied what they seek with a 'Abhi nahin' (not now) message. When a school boy singing in a group wants to visit the toilet, his teacher denies him. A man wanting to watch TV is denied the remote by the lady in control of it. A couple of commuters in a hurry to get to the station are denied by a taxi driver, among others. The film ends introducing that the 'now or never' Flipkart 'Big Billion Days are back.
Shoumyan Biswas, senior director – marketing, Flipkart, said, “It happens often in life that one wishes to do something and it happens to be within our reach as well. But just as we strive to do it someone else comes and stops us by saying ‘Abhi Nahin’. This can be a frustrating feeling which most of us across all demographics and age groups have experienced at some point in time. But there are times when a life-changing event comes our way when we no longer pay heed to anyone saying 'Abhi Nahin' to us. With this insight we have crafted a series of video films which explains that an event like Flipkart Big Billion Days (BBD) is once in a lifetime opportunity, and everyone should just go ahead and do what it takes to fulfill their shopping wishes during this event.”
He added, “The BBD campaign this year has been anchored around this very real insight. While we have launched our first video, there are many more interesting ideas and innovations that are lined up and are about to follow.”
Creative agency: Chapter Five
Senior director – marketing: Shoumyan Biswas