// Flipkart //
Flipkart Big Billion Days 2025
BRAND OVERVIEW
About the Brand
Flipkart is India’s leading e-commerce marketplace, offering products across electronics, fashion, home, and essentials. Big Billion Days (BBD) is its flagship annual sale event, aimed at maximizing reach, conversions, and category dominance amid intense competition.
INDUSTRY
RETAIL & ECOMMERCE
Campaign Name
Flipkart Big Billion Days 2025
SERVICES
MEDIA PLANNING & BUYING
Objective
During BBD’25, the brand faced intense competition from rival marketplaces, resulting in aggressive bidding and rising CPMs. The challenge was to rapidly scale reach, maintain efficient ROAS, and ensure strong visibility across high-impact formats such as CTV, YouTube Shorts, and app inventory during peak sale days.
BBD High-Competition Media Strategy
A full-funnel, performance-led media strategy was implemented across Google, YouTube, Meta, and programmatic platforms to drive scale and efficiency during BBD’25.
01.
Platform Strategy:
Google Search campaigns were strategically segmented into branded, category-generic, and competitor keywords to capture high-intent demand across the funnel, while Performance Max campaigns were deployed across priority categories to maximize conversions and efficiently scale volume. In parallel, YouTube campaigns leveraged high-impact placements including CTV, in-stream, Shorts, and bumper ads to drive mass awareness and strengthen brand recall ahead of peak sale periods.
02.
Audience Strategy:
Custom intent audiences were built using category-level search behavior and relevant app interactions, supported by strong remarketing through app visitors, product viewers, and cart abandoners to re-engage high-intent users. Additionally, region-wise and language-based segmentation was implemented to enhance relevance and drive performance at scale.
03.
Device & Format Optimization:
A higher share of media investment was allocated toward CTV and mobile to reach premium, high-engagement users, while Target Frequency campaigns ensured strong ad recall during key sale days and Video View campaigns efficiently maximized reach at scale.
RESULTS
Massive Attention & Engagement at Scale
The campaign delivered exceptional momentum with 132 million views, achieving 100 million views within just 24 minutes, and drove strong cross-platform engagement with 1.62 billion total views and 85.2 million clicks across YouTube, Meta, and CTV.
Proven Brand Impact & Purchase Intent Lift
Brand Lift Studies validated the effectiveness of the campaign, driving a 1% absolute lift in awareness and a 0.6% absolute lift in purchase intent, influencing 33.3K incremental users at a highly efficient ₹21 cost per lifted user, despite peak-season competition.
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The campaign achieved large-scale reach across YouTube and programmatic platforms during the BBD window while maintaining cost efficiency in a highly competitive environment. Strong uplifts were recorded in conversions and app sessions across priority categories, driven by performance-led execution. Despite peak-season CPM inflation, the strategy delivered efficient ROAS through smart budget allocation and optimization. Additionally, high brand lift and ad recall were achieved, supported by strong engagement across CTV and mobile inventory.