Ad Campaigns
Flipkart announces integrated brand communication campaign
MUMBAI: There are a host of dates earmarked in India’s annual calendar where consumers wait with bated breath to partake of the celebrations. Clearly figuring in this list is the ‘The Big Billion Days’ (BBD), that has been made popular by Flipkart over the past two years. As a concept, Big Billion Day was launched in 2014 as a one day sale initiative across categories. But over time, it has moved to a 5-day long full-fledged sale event with different categories opening on different days.
As opposed to The Big Billion Days 2015, which was an ‘App only’ sale, this year the sale is being extended across all platforms – App, website and m-site. To re-establish its connect this year with the users, Flipkart has announced the rollout of a full-blown integrated campaign that is one of the largest marketing initiatives being undertaken by the company this year.
Flipkart, which is aiming to grow its customer base as it launches its largest marketing campaign this year, recently said that it crossed 100-million registered users. “We aim to get 30% more reach this year with our campaign for Big Billion Days and will spend more than 20% of our budgets on digital channels to do this,” said Flipkart Chief Marketing Officer Samardeep Subandh.
As part of the marketing exercise, Flipkart has rolled out a series of videos that will attempt to inform the consumers that it is not just another sale event but the ‘Sale Event’ of the year. The key message that is derived from the campaign sums up the entire event – “ITNE mein ITNAAAA milega”. It communicates that no matter what one’s budget is, BBD increases its value with the unbeatable offers it has across categories. So staying within budget, one can upgrade or buy more and not let the budget dictate one’s shopping aspirations.
Conceptualised and executed by Lowe Lintas Bangalore, the brief shared to the agency was to land the fact that BBD is not just another sale event but rather it is the ‘Sale Event’ in India. To cut across the clutter and differentiate itself, Flipkart opted to use kids and show them in witty yet real situations.
Lowe Lintas Chief Creative Officer Arun Iyer said, “Like most important events, The Big Billion Days have come to be an important event in the Indian context. These are the days when consumers unleash their inhibitions and go on a shopping spree with much gusto. The campaign thought ‘ITNE mein ITNAAAA milega’ is a colloquial expression that captures how Indians like it when they receive something extra by paying a small sum. This thought has been captured well by the kids that act as orchestrators of the message. It was an exciting campaign to work on, and we hope consumers like it as much.”
All these initiatives will go a long way in making BBD the most awaited event for the year in India.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
