Flipkart, India’s biggest homegrown e-commerce marketplace, today announced a partnership with eDAO, a Polygon-incubated organisation that designs and launches global art, media and entertainment IPs at scale into the world of Web3. The partnership will bring alive the first ever Big Billion Days (BBD) digital treasure hunt on Firedrops, Flipkart’s simple-to-use, KYC-compliant NFT platform for brands and creators to enter the universe of Digital Collectibles. The platform was launched earlier this year with the announcement of a partnership with Nothing for the first NFT drop on FireDrops. The digital treasure hunt will span 10 days leading up to The Big Billion Days in 2022 (over September 17 – September 26).
Earlier, with the launch of Flipkart Labs, the company announced its intention to explore digital collectables and the metaverse to redefine the shopping experience for its users and incubate solutions hosted on blockchain technology in the e-commerce space.
Naren Ravula, Vice President and Head of Product Strategy and Deployment, Flipkart, said, “Flipkart has always prioritised innovation across all facets of digital commerce. A key focus for us this year is to drive engagement during the run-up to Big Billion Days beyond the sale and discount-led constructs. By engaging with eDAO for the Digital Treasure Hunt, we are exploring an exciting avenue to add value to our customers and make the experience richer.”
The Firedrops treasure hunt will enable users to have access to limited edition collectables termed ‘Culture Sparks’ through a gamified interface. Users will complete daily tasks to win rewards sponsored by brands on Flipkart as they go further in their 10-day gamified experience journey (September 17 – September 26) during The Big Billion Days event based on the number of Culture Sparks they collect. The limited-edition collectables come from a host of artists, IPs and partner brands on eDAO’s roster. At the end of the 10-day celebration, shoppers will get exclusive access to ‘The Strand’, eDAO’s all-access passport to a global pop culture ecosystem, spanning art, sport, gaming, entertainment and more.
Adding more about the experience, Anand Venkateswaran, Chief Executive Officer, eDAO, stated, “Flipkart’s first-ever BBD digital treasure hunt will be an opportunity for Flipkart users to explore the world of Web3 based art, music and entertainment communities. This partnership provides access for users to find their communities and engage deeply with culture on Web3.”
Both Flipkart and eDAO are working together to explore opportunities where they can give users an immersive and extensive experience of the Web3 and metaverse world.
To enable the technology for FireDrops as a platform including the innovative Digital Treasure Hunt game, Flipkart has partnered with Guardian Link.
“GuardianLink is an NFT ecosystem firm. Brands and celebrities leverage our ecosystem to launch their NFTs! We believe that NFTs are not about monetization but perpetual value creation. NFTs represent true ownership in the digital space, and it is bound to be the core of digital asset revolution when it comes to ownership and provenance.
It made absolute sense, therefore, to tap into our resources and expertise and work on the launch of the FireDrops platform. We are certain that FireDrops will amplify shopping experiences and bring the next wave of users to recognize the value-potential of Web3 and consequently, democratise NFTs in India,” stated Ramkumar Subramaniam, CEO & Co-Founder, GuardianLink.
