Flipkart launches Trend Chain Campaign on Instagram

Dentsu Webchutney and Flipkart have launched a new Instagram campaign that takes 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.

Flipkart teamed up with some top fashion influencers in India for this campaign called 'Never Ending Trending'. The innovation engaged users in real time wherein fashion icons showcased Flipkart's trends through 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 through 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). By giving a new spin to an old game Flipkart innovated within Instagram to boost its fashion-first image.

Commenting on the campaign, Kartikeya Bhandari - senior director, marketing, commerce platform, Flipkart, says, "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," adds PG Aditya, creative director, Dentsu Webchutney.