Friday 1 May 2015

What Sells A Sale?

When all were busy bashing Flipkart for its take on Airtel Zero and Net neutrality, it rolled out a television campaign around its category-based sales. In the TV commercials titled ‘Sale That Sells Itself’, the e-commerce giant plays on the idea that only an attractive discount can boost a sale and not any marketing campaign.

The ads, conceptualised by creative agency Dentsu Webchutney, show ad makers pitching ridiculous but hilarious ideas for the Flipkart sale to the marketing head, who for obvious reasons rejects them all saying, “Nothing can sell the sale, except the sale itself.” 

“A sale is a sale is a sale. However much we try to glorify it with marketing, it is the actual offers and range of products that will make the users click. The campaign simply takes that notion and spins it into a hilarious narrative,” says Omkar Sane, copy creative director at Dentsu Webchutney.

The campaign marks Flipkart’s first digital initiative as it plans to invite ideas from users to ‘#SellTheFlipkartSale’.

“This film celebrates the idea of this sale as a grand concept that can sell on its own without the conventional advertising pushes. We are sure that our customers will enjoy the ads that will be launched under this campaign,” says Shoumyan Biswas, senior director, marketing

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