The integrated activation by FCB Kinnect engaged audiences through a strategic blend of online and offline channels.
While daytime shopping is the norm, Flipkart recognized that Gen Z thrives on retail therapy late at night—an insight the brand and agency tapped into to launch ‘After Dark #IYKYFK,’ a curated sale designed specifically for Next-Gen consumers.
Leading up to the Big Billion Days Sale, Flipkart aimed to showcase its diverse product range in a way that resonates with the Gen Z audience—aligning with their preferred shopping hours and using their lingo. They aptly coined the hashtag #IYKYFK (If You Know You Flipkart).
Strategically placed near popular hangouts, unique glow-in-the-dark billboards—visible only at night—allowed users to scan a QR code and unlock exclusive access to the After Dark sale.
Other standout outdoor touchpoints included audible billboards placed at Gen Z hotspots, such as Mumbai’s Carter Road and Delhi’s Cyber Hub.
Flipkart drove engagement in the late hours through X (formerly Twitter), Instagram, and push notifications, vibing with next-gen consumers. In a unique twist, the campaign even swiped right on dating apps.
Speaking on the campaign, Rohan Mehta, CEO, FCB Kinnect & FCB/SIX India, said, “A fun creative idea, a deep understanding of the new-age consumer, and flawless execution, all working together to deliver a great creative solution for Flipkart Big Billion Days. Our relentless drive to leverage multiple touchpoints creatively turned this idea into a truly integrated and unforgettable experience.”
Neville Shah, CCO, FCB Kinnect & FCB/SIX India, added, “The sharpness of the business problem resulted in an effortlessly creative solution. Reaching the right audience was only half the battle. Think of it like finding the party. With this campaign, we didn’t just point to the party; we gave night owls a reason to stay up and party with us, all night long.”
