Flipkart hopes to beat the mehengaai blues

Lowe Lintas Bangalore has launched a campaign ahead of Flipkart's Big Billion Day sale.

 

The campaign is a series of eight films, set in relatable, humorous situations that will be visible on and offline. Featuring the now familiar, endearing world of ‘Flipkart Kidults’, each film is centred around 2 characters. A frustrated one complaining about the ever-growing inflation, and the other who presents Flipkart’s The Big Billion Days 2017 as a solution to rising prices.

 

The insight behind the campaign is that ‘Mehengaai’ is a very colloquial word used by the common populace for rising prices or inflation which also happens to be a common grouse of the country. It is a frequently used term and rings true across all generations, genders and regions. What if, for 5 days, you could forget ‘mehengaai’ (inflation) and get the freedom to indulge?  The idea of ‘Ab mehengaai giregi’ – (now inflation will fall) was born and BBD 2017 was positioned as the antidote to rising prices. In one film, a police informer sees a role reversal as he gets a tip off from a police inspector.

 

The second film links rising prices to rising hypertension using the example of a restaurant owner. Watch the second film here.

 

 

Arun Iyer, Chairman  & CCO, Lowe Lintas said, “At a time when rising prices are on everyone’s minds, Flipkart is making it possible for people to afford the things they’ve always wanted. That’s where the line “Ab mehengaai giregi” comes in. Our intention was to make BBD more than just a mere sale event. Which is why we tackled the cultural problem of ‘mehengaai’ as a whole.”

 

Shoumyan Biswas, CMO, Flipkart, adds: “Our campaign ‘Ab Mehengaai Giregi’ puts out the biggest offers that are not just worth the claim but also address the daily life woes of every Indian about 'Mehengaai'. Nothing is ordinary about the Big Billion Days for us, and we are well prepared to reach out to our consumers with highly engaging communication and epic offers”.

 

The third film in the series moves the discussion to a family quibbling about what to eat in-flight. Watch the film here:

 

 

 

Agency credits:

Creative:

Arun Iyer

Rajesh Ramaswamy

Ujjwal Kabra

Lohith Chengappa

Adarsh Atal

Sukumaran N

Rangaprasad M

Sudheesh Sreedharan

 

Planning:

Kunal Joshi

Ajay Ravindran

 

Account management:

Hari Krishnan

Anand Narayan

Parshuram Mendekar

Jayendra Katti

Ketaki Joshi

 

Production house:

Ramesh Deo Productions (Abhinay Deo, Satyajit Kadam)