Dentsu Webchutney, the digital agency from Dentsu Aegis Network, and Flipkart, India’s leading e-commerce marketplace, aim to take the traditional Indian game ‘Antakshari’ to the next level. The spoken parlour game that conventionally began as a family pastime has been ‘gamified’ on Instagram like never before.
Recently, Dentsu WebChutney, along with Flipkart, teamed up with some top fashion social media influencers in India to launch the Instagram campaign ‘Never Ending Trending’. The innovation engaged with users in real time wherein fashion icons showcased Flipkart’s trends via velfies and engagement posts on their Instagram handles.
The ‘Never Ending Trending’ campaign brought together 15 fashion influencers, who nominated each other to flaunt trends from Flipkart Fashion stores and keep the fashion trend chain alive. This was then amplified by influencers who interacted with users on the photo-sharing platform via a contest that drove engagement on a day-to-day basis. Users responded to the influencers’ challenges by sharing screenshots on their own handles to win Flipkart gift vouchers basis their fashion choices (evaluated by the fashion influencers themselves). The ‘Never Ending Trending’ trend antakshari was a first-of-its-kind experience for users and garnered high engagement for the entire duration of the campaign. By putting a new spin on an old game, Flipkart innovated within Instagram to boost its fashion-first image.
While brands have certainly leveraged Instagram and social media influencers to boost their image, this was the first time any brand has pushed the boundary in a way that has not been witnessed before. Flipkart is the first brand to have experimented in this manner to create awareness and increase engagement on Instagram.
Kartikeya Bhandari – senior director, marketing, commerce platform, Flipkart, said, “Flipkart always looks to innovate on social media and engage with customers in fresh ways. In continuation with innovations like Big Billion Days – FB 360 video and Big Shopping Days – Offers Sneak Peek through FlipBot, Never Ending Trending has pushed yet another boundary and we are happy with the traction it is gaining. We will continue to do many more out-of-the-box initiatives for Flipkart Fashion in near future.”
“Brands have built their presence on Instagram by means of influencer campaigns before. But the one thing that’s been missing lately is innovation in leveraging the influencers’ success on Instagram. That’s why we felt Never Ending Trending was a game-changer. The engagement levels speak for themselves; it’s more than double-taps and comments,” said PG Aditya, creative director, Dentsu Webchutney.