The Flipkart #BigBillionDay buzz has slowly subdued. Some could take advantage of the sale and shopped, some left disappointed while many turned their backs to this Indian e-commerce giant.
What was it?
To ones who are not aware of what the #BigBillionDay by Flipkart was, here is a quick intro:
The festive season of Diwali is the prime time for brands to capture the consumer’s mind space. Flipkart, like any other big brand wanted to take advantage of this festive shopping month. It launched the country’s biggest ever (as it claimed) online sale on 6th October 2014. They tried to replicate the popular ‘Black Friday’ sale of the US in India. The advertisements claimed up to 90% discounts on ample products. The Xiaomi Redmi was also a part of the #BigBillionDay sale, the prices of products went as low as Re1. Pen drives for example were the top-selling products for a rupee each.
The term Big Billion Day what many feel was due to the anticipated sale of more than 1 billion in this one day.
Their Marketing and outcome!
Flipkart did not leave any channel unturned. From radio to Tv to print ads and social media, their advertising screamed hard to reach every nook and corner of the country. Economic times reported, the top three e-commerce giants Flipkart, Snapdeal and Amazon in India spent up to Rs 200 crore (US$ 40Â million) in media buying closer to their Diwali sales.
It was also reported that Flipkart reserved over 1000 TV spots in a week which was followed by weighty print, radio and digital ads. They also tied up with play store to tap on the app users of android phones.
Even after strategic streamlined efforts the sale failed miserably due to many technical glitches and pricing problems. Within an hour of the sale commencement, fuming customers went up on social media to share their bad experiences on increased prices and unavailability of products just within a few minutes.
Digital Success?
Their digital ad was launched on YouTube which featured Vir Das a popular stand up comedian. This 2 minute ad featured a mini stand-up which ends with #Virdas promoting the Big Billion Day sale.
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