Mumbai: Tapping into Gen Z's late-night shopping habits, Flipkart launched the 'After Dark #IYKYFK' (If You Know You Flipkart) sale ahead of the big billion days sale. The campaign featured glow-in-the-dark billboards near popular spots, like Mumbai's Carter Road and Delhi's Cyber Hub, visible only at night with QR codes for exclusive access. Audible billboards were also placed at these hotspots, while engagement was driven through X, Instagram, push notifications, and dating apps.

Speaking on the campaign, FCB Kinnect & FCB/SIX India CEO Rohan Mehta 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.”

FCB Kinnect & FCB/SIX India CCO Neville Shah 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.”