What is the first picture that pops up in your head when you think Flipkart ads? A bunch of kids masquerading as grown-ups. During the 2017 edition of the Big Billion Days sale, Flipkart made a staggering $1.5 billion in total sales. Over the years, the brand has repackaged its earlier taglines and replaced models with Bollywood A-listers — such as Flipkart’s ad with Amitabh Bachchan and Alia Bhatt this year — while its competitors have opted for a more conventional set-up in their advertising in the run-up to their festive season sales.
Does sale season build-up actually sway consumers? In 2022, Flipkart’s Big Billion Days sale generated an impressive $5.7 billion in revenue, driven by strong demand in electronics, fashion, and home appliances, making it one of the largest festive sales in India. In 2023, Flipkart continued its upward trajectory, surpassing $7 billion in sales during the Big Billion Days event, with significant contributions from tier 2 and 3 cities and categories like smartphones and fashion.
Hemant Misra, founder & managing director, MagicCircle Communications, says e-commerce portals cannot lure customers only through discounts anymore. “Unless the brand has invested in building itself, sales and offers do not lead to high numbers, however innovative the communication. The singular input these brands seek from the creative is impact. The fact is no one has anything unique to offer. So build-up allows for faster hits on the brand. There is no strategic element here,” says Misra. “Creative thinking is crucial to cut through the noise of seasonal advertising,” adds Vandana Tandon Khanna, professor, marketing and international business, K J Somaiya Institute of Management.
Other brands in the sale race have also upped the ante. While Meesho (Mega Blockbuster Sale) is leaning towards viral television actors for their mass appeal, Myntra (Big Fashion Festival) is banking on TV actors along with Bollywood heavyweights like Kiara Advani and Karan Johar for visibility. “Our festive campaign this year is designed to achieve two objectives,” says Kejal Parekh, associate director, marketing, Myntra. “While customer acquisition during this season is a key objective, the goal is to build long-term brand loyalty. We hope to convert new customers into repeat shoppers and strengthen our relationship with the existing ones.”
Myntra’s Big Fashion Festival Sale in 2022 recorded around 5.5 million orders, with a focus on fashion, beauty, and lifestyle categories. In 2023, Myntra saw a 30% year-on-year growth, crossing 7 million orders during the sale, supported by a wide fashion inventory.
For Meesho the focus this year is to generate curiosity and excitement around the tagline ‘Aise Kaise?’. “Our campaign stresses value-driven shopping,” says Soumitra Choubey, director, brand marketing, Meesho. “Kapil Sharma’s humour, coupled with the festive charm of Tamannaah Bhatia, is central to building rapport with customers.”
In 2022, Meesho’s Big Blockbuster Sale generated substantial revenue, processing over 87.6 million orders. By 2023, Meesho saw a significant boost, achieving a 68% increase in orders, crossing 147 million, with strong demand from tier 2 and 3 cities, driven by its competitive pricing and expansive product range.
This year, the online marketplaces are also investing heavily in influencer marketing. If some brands collaborated for a GRWM (Get Ready With Me) YouTube Shorts, others opted for the tried-and-tested Top 5 Looks format.
Digvijay Ghosh, partner, consumer products and retail, EY Parthenon, says influencer marketing plays a crucial role in the lead-up to festive sales, when customers begin searching for products. But by the time the sale goes live, numerous influencers have already reviewed and discussed these products. From that point, app notifications can be key to driving engagement and keeping consumers updated. On-site merchandising can be useful, with intricate planning around which categories to highlight at different times.
Vaishakh Jhunjhunwala, executive creative director & creative head, Resonance Digital, says choosing the right medium is just as important. “Overall, digital and television give you a wider canvas to tell your story better, especially digital as the cost component works out better in terms of return on the media spend.”