The Opportunity
Gifting has always been a sentimental yet tricky tradition. While some gifts bring joy, others become unwanted burdens. DViO Digital identified a key consumer pain point for Flipkart—people often receive gifts they don’t like or need. As New Year approached, we aimed to redefine gifting culture in India, shifting from outdated, impersonal gifts to more thoughtful, flexible options. The goal was to position the Flipkart Gift Card as the perfect “Manchaha Gift” (Desired Gift) and spark engagement among consumers.
The Solution
Flipkart launched an edgy, high-impact digital campaign to create a buzz around meaningful gifting and highlight why a Flipkart Gift Card is the perfect solution. The campaign strategy included:
Clever Messaging – The campaign was built around the contrast between “Manchaha Gifts” (gifts people love) and “Unchaha Gifts” (gifts people dislike). This relatable insight struck a chord with audiences, making the message highly shareable.
Engaging Social Content – A mix of humorous, culturally relevant, and emotionally resonant content was rolled out across social media platforms, emphasizing how India is moving towards smarter, more personalized gifting.
Interactive Digital Push – The campaign encouraged user participation through polls, memes, and conversations around the best and worst gifts received, boosting audience engagement.
The Outcome
The campaign saw exceptional success, far exceeding industry benchmarks:
25% engagement rate, a staggering 4-6x higher than the industry standard (4-6%).
Viral traction on social media, with users actively participating in discussions around gifting experiences.
Stronger positioning for Flipkart Gift Cards, reinforcing them as the go-to choice for thoughtful gifting.
By tapping into a relatable cultural insight and leveraging humor and interactivity, Flipkart successfully transformed traditional gifting mindsets and made the Flipkart Gift Card the must-have gift of the season.