Flipkart with its #UpgradeTohBantaHai campaign garnered 12.3 Crore views on Moj
Founded in 2011, Flipkart is India's largest e-commerce portal. It is valued at over 3600 crores and is considered one of the country's most popular success stories in new-age entrepreneurship. In addition to launching Cash on Delivery in 2010, Flipkart has led the way in social commerce, sustainability initiatives, technology innovations, and more, all of which changed the face of commerce in the country.
The Big Billion Days is India’s largest shopping festival. Every year, Flipkart provides unprecedented value to Indian shoppers with unbeatable prices, exclusive product launches, and true innovation in e-commerce
The brand wanted to leverage the deep penetration of Moj into Bharat and its repository of influencers. They wanted to generate wide reach, brand recall and position themselves as the one-stop destination for best deals on top brands during the Big Billions Day sale.
Moj launched a full-fledged influencer activation campaign. They re-created looks at a price point of INR 1499, shared unique grooming tips, and helped many upgrade their skincare routines with the latest products. In collaboration with 100 popular and talented regional Influencers in the Beauty & Fashion category, Moj proposed five campaign concepts to generate brand recall under the hashtag challenge #UpgradeTohBantaHai. These videos were uploaded on a dedicated IA page created with the #UpgradeTohBantaHai as the username and the Big Billion Days sale logo as the profile image to make the content easily discoverable and create active engagement. Also, the videos with the most engagement were pinned to the top of the hashtag list to attract users. Creating a solution that engaged and entertained the audience was quite an achievement for the brand. The event created quite a buzz for Flipkart’s Big Billion Days Sale.
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