Flipkart plans to serve 3 million personalised, star-studded ads during its three-week Big Billion Days promotion, Exchange4Media reported.
While personalisation in India is usually limited to only a few data points – such as preferred language and location – Flipkart says it is using 200 different signals so that the message is finely tuned to resonate with the person receiving it.
In addition to creating millions of digital videos, Flipkart has also created several hundred TV commercials.
Many of this year’s Flipkart ads will feature stars of sport and entertainment, including actor-director Amitabh Bachchan, cricketers Virat Kohli and MS Dhoni, actress Deepika Padukone and actress-singer Alia Bhatt.
“For us, BBD is not just a sale. It is a brand in itself. It is the biggest retail phenomenon that this country has ever seen,” Kunal Dubey, Director Brand Marketing Communications and Head Media Planning at Flipkart, told Best Media Info.
He added that during the coming 30-day festive season, Flipkart hoped to generate at least Rs 3 billion in sales.
The campaign marks the latest in a series of moves by both Flipkart and Amazon towards programmatic ad investment, ahead of an anticipated entry into the Indian e-commerce market by Google.
Until last year, the two e-commerce giants were spending millions buying ad spots with Google. But with India tipped to be the launch market of a Google move into e-tailing, DNA reported that both had reduced their Google adspend by almost 30% already.
A Google entry to the market would cause a major shift in the market, and observers expect rival e-tailers would further cut their spending with Google and look for other ways to reach consumers.
The e-commerce marketing in India was estimated to be worth US$18bn in 2017, according to RedSeer Consulting.
Sourced from Exchange4Media, Best Media Info, DNA; additional content by WARC staff