Has Flipkart really launched 'World's Most Expensive' ad to introduce its UPI services?

On March 3, the e-commerce company Flipkart launched its UPI services, Flipkart UPI, in partnership with Axis Bank.

The brand has resorted to the power of print advertising to level up the brand awareness of its UPI services.

On TOI’s Sunday Times’ front page, Flipkart executed the ad “Is this the world’s most expensive ad?”

Giving a QR Code to scan, the brand wrote, “Anyone who scans this ad to register with Flipkart UPI will get 10 Super Coins Free. Each Super Coin gives a benefit starting at Re 1.”

It added, “So one scan costs us Rs 10, 100 scans cost Rs 1000, 100k scans cost us Rs 10 lakh, 1.4 bn scans, challenge accepted.”

Flipping the front page, Flipkart created a full-page ad in the form of a crossword, engaging with the audience to find answers to the question “What else can you scan and spend on with Flipkart UPI”.

Commenting on the Sunday Times front page ad, a LinkedIn user Vikram Shete called the ad a smart move of keeping the CAC (customer acquisition cost) low.

His post:

Another marketing leader called the print ad expensive, but also intriguing.

The e-commerce major has devised ‘India’s Most Rewarding UPI’ as its tagline.

Earlier in October 2023, Flipkart cracked gamification in print media when it launched a print ad with QR codes for its Big Billion Day sale offers.

Flipkart has joined the fray of UPI payment services intensifying competition for rival Amazon's Payment vertical along with payment firms Paytm, PhonePe, and Google Pay.

Loyalty features such as Supercoins, cashback, milestone benefits and brand vouchers will be made available after the UPI launch, it added.

Flipkart, having acquired PhonePe in 2016, officially demerged from the payments firm in late 2022.

Dheeraj Aneja, Senior Vice-President - Fintech and Payments Group at Flipkart, said, "Recognising the dynamic digital landscape, the launch of Flipkart UPI seamlessly merges the convenience and cost-effectiveness of UPI with the trusted efficiency customers expect from us. At Flipkart, we are committed to delivering the best-in-class commerce experience to customers by offering safe and convenient payment options along with a wide array of rewards and benefits such as Supercoins, Brand Vouchers, and others. Furthermore, Flipkart UPI underscores our dedication to shaping a digitally-empowered society and reaffirms our role as a leading catalyst in India's digital evolution."

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