Summary
Through this campaign we took various relationships to demonstrate how online retailer Flipkart, can provide small town underdogs an opportunity for one upmanship.
Challenge
69% of India's population resides in small-towns3 and surprisingly 45% of India's HNIs come from nonmetro cities4 and 3 out of 5 online shoppers are from these towns5 .
Objective
1. It was the year of the pandemic, so we hoped to match, if not better our performance of 2019. 2. Outperform our rival Amazon's Great Indian Festival sale. 3. Small town is the next bastion for growth, so we hoped to get more small-town consumers to participate in our festive "Big Billion Days" season sale
Strategy
While we were convinced of the potential of small-town India in driving our retail business growth, it was clear that we needed to connect with them and not just target them. On speaking to millennials from small-town India, we realized that while they wear their small-town badge with pride, Urban India makes them feel like it's a disadvantage and an embarrassment, judging them for their lack of exposure to all things modern, their knowledge, value systems and fashion choices. Even brands prefer wooing Urban India, considering them cooler, modern, and aspirational. Our Insight INDIA'S SMALL-TOWN MILLENNIALS ARE PROUD OF THEIR IDENTITY BUT ARE RIDICULED BY OTHERS
Data
9% of India's population resides in small-towns3 and surprisingly 45% of India's HNIs come from non metro cities4 and 3 out of 5 online shoppers are from these towns5 . It was clear the next battle for retail domination would be won in small towns, so these consumers became the focal point of our communication
Solution
We created a series of films leveraging the underlying rivalry that existed between haves and Have not to promote how Flipkart Big billion day's provides India's underdogs with opportunity for one Upmanship
Results
Retail value of good sold jumped by 52% Captured 68%of retail share Earned 2 times amazon retail value Activated highest ever retail participation from small towns
