The Challenge
82% of Gen Z live with parents who see any spending as overspending. So even when Gen Z would bag an awesome deal from Flipkart, its delivery at home would be greeted with truckload of taunts from frugal-minded parents. This cultural tension was silently shaping how Gen Z shopped online, and resulted in lesser Gen Z participation even during Flipkart’s biggest sale. So to win over Gen Z, Flipkart had to go beyond giving just discounts.
The Solution
Instead of just creating a big Gen Z sale, Flipkart tackled the real barrier: Parental taunts. And created Cover-up Coupons. Fake scratch & win vouchers for every Gen Z item on sale. Gen Z could order it via Flipkart’s app while shopping, and get it delivered before the actual item. Making Gen Z's shopping look like winning in the eyes of frugal-minded Indian parents. We executed the campaign in two parallel streams. To keep the cover-up hWe spoke to Gen Z discreetly. Through hidden messages in Gen Z orders leading up to the sale. Reels were crafted in Gen Z slang. And took over Gen Z hangouts like Snapchat (120 Mn Gen Z base), BGMI (67 Mn Gen Z gamers), Reddit (42% Gen Z), and dating apps like Hinge (72% Gen Z users). For parents, we built legitimacy. Fake scratch & win promos ran in banks, vegetable markets, parks, and regional newspapers. Declared biggest winners of the day on Facebook (home to 140 Mn+ people born before 1980). Flipkart even seeded WhatsApp-friendly promos, using Gen Z to sneak into family groups. All to make Gen Z’s shopping look like real wins in front of parents.
