Description
“Sale” has lost its power to excite people and capture their interest. With every e-commerce brand announcing a sale almost every week, the novelty has worn off. Which meant Flipkart’s biggest shopping event, SASALELE, risked being dismissed and typecasted as just another sale. So, we kickstarted the campaign with a print ad that read like a legal notice, making it almost legally binding on every citizen. A set of entertaining films issued “legal” threats featuring bizarre punishments (being hugged aggressively by a sweaty wrestler) On social, 30+ influencers led the charge and followers hunted down offenders in Instagram comments and YouTube threads too. Through print, films, and physical "Shabaashi" certificates for informants, the hype for SASALELE increased by 10X. Flipkart made people snitch on their friends for fun, threatened people with a sweaty wrestler hug, and still achieved a 1.5X increase in new users and 3X increase in app visits.
