Online retailer Grofers tempts consumers with 60-second deals in Instagram campaign

Online Indian grocery retailer Grofers offered one cut price deal every minute in an Instagram campaign for Independence Day – with each deal only available for 6o seconds.

The Dentsu Webchutney-created idea, called #OfferParade, saw offers displayed on the brand’s Instagram grid with consumers given only one minute to accept the offer.

The agency said the aim was to keen users “glued” to the brand’s Instagram account.

Dentsu Webchutney chief creative officer and co-founder Sudesh Samaria 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.”

The agency’s chief creative technologist, Gurbaksh Singh, said the campaign illustrated how the “smart use of social platforms is redefining our world”

“It is an amalgamation of offers, social media platform, technology and the trend of ephemeral content,” he said.


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