Image Credit: Flipkart (Official YouTube)
Flipkart Taps India's Gamers With Name-Change Marketing Stunt
E-commerce platform partners with mobile game for unusual marketing campaign targeting India's growing gaming community
- Flipkart teams up with BGMI for a Big Billion Days campaign
DDB Mudra Group created the campaign with a playful theme - Gamers participate via name2claim.in with a classified-style ad
Flipkart Ltd. is asking Indian gamers to legally change their names to their video game usernames as part of an unconventional marketing campaign for its annual Big Billion Days shopping event.
The Walmart Inc.-owned e-commerce company partnered with Battlegrounds Mobile India, a popular mobile game, to launch "Name2Claim," which offers players a chance to win their entire gaming wishlist if they officially adopt their in-game handles as legal names.
Turning Gamertags Real
The Walmart Inc.-owned e-commerce company partnered with Battlegrounds Mobile India, a popular mobile game, to launch "Name2Claim," which offers players a chance to win their entire gaming wishlist if they officially adopt their in-game handles as legal names.
The campaign targets India's rapidly expanding gaming market, where mobile gaming has surged in popularity. Gaming represents one of the fastest-growing consumer segments for Flipkart, with users typically upgrading equipment during the company's flagship festive sale.
Participants can visit name2claim.in to draft classified-style advertisements announcing their new identities and file paperwork for legal name changes. Flipkart publishes these ads and selects winners to receive gaming products including chairs, gadgets and accessories from their wish lists.
"Gaming is one of the fastest-growing passions in India, and BGMI has built a community that thrives on creativity and fun," said Pratik Shetty, vice president of marketing and growth at Flipkart. "With Name2Claim, we wanted to celebrate that culture in a way only Flipkart can by turning something as quirky as a gamer tag into a real, official identity."
The campaign connects digital gaming identities to tangible benefits, encouraging deeper participation while building excitement for the shopping event in a market where gaming culture continues to influence consumer behavior.
Author
Probaho Santra is a content writer at Outlook India with a master’s degree in journalism. Outside work, he enjoys photography, exploring new tech trends, and staying connected with the esports world.
