e-commerce
OLX and Flipkart ink unique marketing tie-up
MUMBAI: With more and more people accessing the internet through smartphones and tablets, the internet user base has grown to be around 243 million.
This has led to an exciting and booming e-commerce sector in the country. Last week, Flipkart announced that it had raised fresh capital of $1 billion; soon afterwards Amazon too announced that it will invest another $2 billion in India.
And keeping the momentum going, OLX.in and Flipkart have tied-up for a unique marketing campaign that will leverage each other’s strengths to offer combined benefits of their platforms to the fast growing internet user base.
OLX is marketplace for used goods, and Flipkart is a destination for online shopping, making this alliance between the two online brands an unprecedented one. The joint initiative by the two e-commerce leaders has been launched to further increase the awareness levels and accelerate the adoption of their online platforms for buying and selling. The campaign will run for one month, and will include several verticals within the electronics categories.
OLX CEO Amarjit Batra said, “The idea for this tie-up was conceived keeping in mind the strong and independent position of OLX and Flipkart in their respective space. The rationale for the number one online classifieds platform and the leading e-commerce platform coming together for a marketing campaign is a seamless one. This tie-up will enhance consumer experience on OLX and Flipkart by giving users a more holistic online shopping experience in which they can sell their used goods on OLX before buying new products on Flipkart.”
Flipkart sr VP marketing Ravi Vora added, “At Flipkart, our constant endeavor has been to make online shopping convenient and attractive to the masses in the country. With this partnership with OLX, we will be able to provide an end-to-end solution to customers especially in the electronics categories where selling old products is an integral part of the buying process.”
e-commerce
Instamart gold dig event at Hussain Sagar goes viral
Hyderabad activation ties to gold price lock offer ahead of Akshaya Tritiya
MUMBAI: All that glitters isn’t just gold, it’s also great marketing. A quirky on-ground activation by Instamart at Hussain Sagar Lake has turned into a viral spectacle, with videos of people digging for gold coins flooding social media feeds this week. The campaign, executed in collaboration with Moms, transformed a patch of the city’s iconic lakefront into what online users quickly dubbed a “mini gold rush”. Armed with spades, participants dug through a mud-filled pit in search of hidden gold coins, an activity that drew crowds, cameras and plenty of commentary online, ranging from amused disbelief to outright fascination.
At the heart of the frenzy was a promotional push for Instamart’s ‘Gold Price Lock’ feature, which allows users to secure prevailing gold rates between April 10 and April 16 and complete their purchase later during Akshaya Tritiya, a period traditionally associated with high gold buying. The mechanic cleverly blended physical participation with digital conversion, turning curiosity into a potential transaction.
Branded as ‘Gold Diggers’, the activation leaned into gamified engagement. Those who struck lucky walked away with coins, those who didn’t were nudged with a simple message: lock the price now, buy later. The result was a steady stream of footfall and a surge in user-generated content, as onlookers and participants alike documented the spectacle.
The timing is significant. India remains one of the world’s largest consumers of gold, with demand peaking around Akshaya Tritiya. Data from the World Gold Council suggests the festival alone accounts for roughly 25–30 tonnes of gold purchases annually, making it a high-stakes window for brands looking to tap into consumer sentiment.
As the ‘Gold Price Lock’ feature remains live until April 16, the campaign has already done its job turning a simple product feature into a citywide moment. Because sometimes, the quickest way to get people talking about gold isn’t to sell it, it’s to make them dig for it.
