On the occasion of Independence Day, Grofers launched one of a kind sale on Instagram. Devised by Dentsu Webchutney, the sale was aptly called Offer Parade. It showcased a new offer every minute giving users 1440 chances to save on their groceries. These offers were showed on the brand’s Instagram grid. While a new offer every minute might sound good enough, Dentsu Webchutney made it even more exciting by making these offers last just for a minute.
Taking the trend of ephemeral content to a whole new level, users had just one minute to decide whether they wanted the offer or not. The campaign was designed to keep users glued to Grofers’ Instagram page.
“Grofers is committed to delivering the best value to its users. Our brief to the agency was simple and clear, make our audience believe that Grofers offers great savings on groceries through its plethora of offers. #OfferParade was a perfect fit for us. It was not just another Sale idea and it showcased our wide range of offers in a smart and innovative way,” said Ankur Ogra, Head Brand, Grofers.
Talking about the campaign, Sudesh Samaria, CCO and Co-Founder, Dentsu Webchutney said, “We are always on the lookout of something new. We like to be on the cutting edge of creativity and technology. #OfferParade is one such idea that made us re-look at the traditional construct of a sale. In the age of reducing attention spans, we created something that keeps users glued and that to me is the real thing.”
Gurbaksh Singh, Chief Creative Technologist, Dentsu Webchutney said, “Innovation is at the core of everything we do. #OfferParade is another example of how smart use of social platforms is redefining our world and will continue to do so. It is an amalgamation of offers, social media platform, technology and the trend of ephemeral content.”
The posting was automated at the back end. The technology deleted the post every minute while posting a new one at the same time. 9 creatives were used to create one creative to highlight the offer on the grid. The campaign had users’ mobile experience at its core and people could see the entire range of offers without any need to scroll.
Campaign: Offer parade – #OfferParade
Agency: Dentsu Webchutney
Sudesh Samaria: Chief Creative Officer
Gurbaksh Singh: Chief Creative Technologist
Manjeet Singh: Creative Director
Vishal Sagar: Creative Director
Neha Ahuja: Associate Creative Director
Saurabh Nagpal: Group Head – Art
Nikita Singh & Yuvraj Chand: Associate Art Director
Deepika Gupta, Souma Deb & Ajay Thakur: Senior Visualizer
Aporva Bharadwaj: Junior Visualizer
Avinash Joshi: Senior Vice President
Ankit Varma: Associate Account Director
Aditya Gandhi: Account Manager
Rakesh Bairwa: Tech Lead