Flipkart is bringing two very Indian ideas luck and getting things done at the last minute into its latest Big Billion Days campaign.
Conceptualised by McCann India, the two films, ‘Luck By Naam’ and ‘Tatkaal Seva’, take very different routes to show shoppers how they can get more out of the sale.
The first film, ‘Luck By Naam’, plays with the belief that your name can have something to do with your luck. The campaign features numerologist Sanjay B Jumaani, who takes viewers into the wonderfully strange world of Chaldean numerology, where names turn into numbers and even a single alphabet can supposedly change your fortune.
The idea extends to LuckByNaam.com, where users can enter their full name and get a personalised ‘Luck Score’ based on Jumaani’s numerology method. The score then determines how many Flipkart SuperCoins they can unlock.
The film basically asks: what if your name could help you get a better deal?
The second film takes a completely different route. ‘Tatkaal Seva’ borrows from the familiar world of Tatkaal bookings, where speed can be the difference between getting what you want and watching it sell out.
Flipkart introduces its own Tatkaal agent, who helps shoppers reserve high-demand Big Billion Days deals through a secret microsite before the sale goes live. The film gives the character an exaggerated backstory, showing how he supposedly discovered his calling in helping people get deals that seemed almost impossible to book.
Together, the two films build around this year’s Big Billion Days thought, ‘Yahaan Sabka Luck Badlega’ — with one film asking shoppers to put their luck to work and the other putting a little more speed behind their shopping.
Rather than simply showing products and discounts, Flipkart has built two odd little worlds around the ways people actually think about getting a great deal: maybe you’re lucky, or maybe you just need to be fast enough.
