Diwali season is the Black Friday for brands in India. Over the last decade, e-commerce giants with their big budgets take over print during this time to promote their annual sales. So much so that India’s #1 newspaper frequently splits their daily in two to have two separate front pages full of ads. In fact, most newspapers during sale season will feature 10+ pages of catalogue-style full-page discount advertising, not news. After all, Indians spend over 2.5 trillion rupees shopping during this one week.
We’re Cleartrip, a not-so-big travel booking app, that obviously can’t compete with these budgets. But what we could possibly do is hijack this boring media pattern (now a blind spot) and turn it into an advantage. Our task this sale season was to get Indians to find that a good Diwali deal can also be found in travel, instead of just things.
Our page-11 ad called readers to use our web-app to scan every other offer they saw on that day’s front pages and turn them into similarly priced travel offers. Through a cheeky mix of QR codes, AI & ML, every other sale ad from the papers that day was turned into a Cleartrip ad.
Quoted in press:
https://bestmediainfo.com/2022/09/cleartrip-makes-people-rethink-their-splurges-during-sale-season-with-a-print-ad
https://www.afaqs.com/news/advertising/cleartrip-unveils-new-campaign-clear-advantage
https://www.adobomagazine.com/press-release/cleartrip-hijacks-the-sale-season-by-showing-shoppers-flights-for-the-same-price-as-their-impulse-buy/
https://www.campaignindia.in/article/show-tell-2022-we-wanted-to-have-fun-with-e-commerce-kunal-dubey-cleartrip/481543
https://bestmediainfo.com/2022/09/cleartrip-makes-people-rethink-their-splurges-during-sale-season-with-a-print-ad
https://www.afaqs.com/news/advertising/cleartrip-unveils-new-campaign-clear-advantage
https://www.adobomagazine.com/press-release/cleartrip-hijacks-the-sale-season-by-showing-shoppers-flights-for-the-same-price-as-their-impulse-buy/
https://www.campaignindia.in/article/show-tell-2022-we-wanted-to-have-fun-with-e-commerce-kunal-dubey-cleartrip/481543
