Advertising costs for Flipkart sellers are alleviated via a novel 'Pay Later' strategy
In the digital world of commerce, Flipkart continues to make waves with its innovative advertising strategies. On July 18, 2025, at 03:59 PM IST, an advertisement for the Big Billion Days was unveiled, featuring Vijay Iyer, the Vice President and General Manager of Flipkart Ads.
Iyer's role is pivotal in shaping Flipkart's advertising strategy, particularly during major sales events. He focuses on empowering brands and sellers with Flipkart's deep regional insights and advanced ad solutions, enabling them to target consumers across India's diverse markets, including tier 1, 2, and 3 cities.
One such initiative that Iyer spearheads is the 'Advertise Now, Pay Later' (ANPL) platform, which allows sellers to run ads without upfront payment, thereby reducing risk and expanding seller participation in campaigns that drive higher visibility and sales.
Iyer's efforts have a significant impact on Flipkart's Gross Merchandise Value (GMV), as he helps sellers increase visibility and engagement through data-driven advertising. This supports Flipkart's larger commercial goals, including its forthcoming Initial Public Offering (IPO).
Moreover, Iyer's work extends to fostering collaborations, such as the Flipkart-Criteo partnership, which optimizes full-funnel marketing for brands like Motorola. This data-driven approach boosts brand visibility, engagement, and ultimately sales on Flipkart's platform.
The advertisement can be found on Flipkart's website, as well as on Facebook and Telegram. Readers who wish to stay updated on the latest industry insights and analysis are invited to join a community of over 2 million professionals by subscribing to a newsletter. The newsletter's delivery is through email, and the app is available for smartphones, allowing users to save their favourite articles for later reading.
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The article was written by Sonam Saini.
[1] Flipkart Ads [2] Vijay Iyer: Driving Growth at Flipkart Ads [3] Flipkart's Advertising Strategy: A Game Changer [4] Flipkart-Criteo Partnership Boosts Brand Visibility [5] Flipkart Ads: A Data-Driven Approach
- Vijay Iyer, the Vice President and General Manager of Flipkart Ads, plays a crucial role in shaping the advertising strategies of the e-commerce giant, particularly during major sales events.
- As part of his role, Iyer focuses on empowering brands and sellers with Flipkart's deep regional insights and advanced ad solutions, enabling them to target consumers across India's diverse markets, including tier 1, 2, and 3 cities.
- One of Iyer's major initiatives is the 'Advertise Now, Pay Later' (ANPL) platform, which allows sellers to run ads without upfront payment, thereby reducing risk and expanding seller participation in campaigns that drive higher visibility and sales.
