Google and Dentsu Webchutney let Indian customers set the price on e-tailer Flipkart

Tapping into the Indian passion for haggling, Google and Dentsu Webchutney created a voice based campaign, Big Billion Days ka Boss (the boss of the big billion days) for Indian e-commerce site Flipkart.

Customers used Google Assistant to set offer prices during the largest annual sale event for the e-tailer. The campaign was conceived as a way of bringing price negotiations and bargaining that are an essential part of offline purchases across India, to the world of digital commerce.

It involved customers saying ‘Talk To Flipkart’ on Google Assistant. And then attempting to convince the assistant to set the lowest possible price for a featured product of the day. The price agreed on will be the sale price of the product during the currently ongoing Big Billion Days event, Flipkart’s biggest annual sale.  

Dentsu Webchutney’s creative director PG Aditiya said, “Our team researched popular markets across India to understand every possible way in which the bargaining process works. We recorded hours of footage. Things you would actually hear from a shopkeeper were simulated in the experience. So you can talk to Assistant the way you’d speak with a storekeeper.”

Gene Brutty the creative director at Google ZOO Tokyo said: “To develop a new and exciting voice experience around the Big Billion Days sale shows how brands can go beyond ‘functional chatbots.'”


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