The Campaigns That Made India Say “That’s Clever
In e-commerce, sales and savings are standard, every brand promises discounts, deals, and value. With Flipkart, the real game was to be unforgettable. We didn’t just talk; we created moments that made people stop, smile, and remember us
We built campaigns that cut through the noise, made people pause, and think, “That’s clever.” it was about creating work that sparked attention, trigger a reaction, and slip seamlessly into everyday conversations.
Flipkart became the reference point in jokes, the punchline in banter, the ad people quoted back without even realizing it. That’s how we stayed top-of-mind: not by shouting louder, but by being smarter. It wasn’t about just being seen—it was about being remembered.
COVER UP COUPONS
Flipkart set out to win over Gen Z, India’s biggest shopaholics, by launching its biggest Gen Z sale ever. But with 82% of them still living with parents who see every spend as overspending, shopping came with a lot of taunts. This tension was quietly, but deeply, shaping how freely Gen Z shopped online.
To help them escape the taunts, we created Cover-Up Coupons. Fake scratch-and-win coupons delivered before their orders arrived. They let Gen Z make their purchase look like a lucky win. Turning spending into winning in their parents’ eyes.
The campaign ran in two parallel streams. We let Gen Z know about it discreetly. Hidden notes in Flipkart orders, used slangs that only they would get and slid into apps only they use. For parents, we made the fake contest look believable. Posters popped up in parks, banks, and markets; winner lists appeared in local papers; winner announcements on Facebook and even WhatsApp groups.
The result? Gen Z shopping surged during Flipkart’s biggest sale. But the real win was cultural: for once, they weren’t questioned for spending, they were congratulated for winning.
BLAME IT ON FLIPKART
Every year, as Valentine’s Day approaches, people frantically search for thoughtful presents, especially at the last minute.
On February 14, that desperation peaks on Google and everyone wants a meaningful gift that can be delivered on time. Tapping into this insight, Flipkart became the unsung hero for those who procrastinated just a little too much. We targeted the frantic last-minute searchers with contextual Google ads, promising 24-hour delivery—and a way out of their misery. Even so, Flipkart became the perfect scapegoat for poor planning, taking the blame for delayed gifts so that customers wouldn’t have to. After placing their last-minute orders, users could even “Blame it on Flipkart” by sending their partners a ready-made “apology” message from Flipkart, saving both the moment and the relationship.
SURPRISE DELIVERY – MINUTES
When Flipkart entered the quick-commerce race with Flipkart Minutes, we faced a market where every brand sounded identical, promising “10-minute delivery” or “instant groceries,” you know, the same old. To cut through this clutter, we decided to flip the script. Instead of telling new users what we could do, we surprised the ones who already knew us best, in a way only Flipkart could.
By analysing thousands of active Flipkart orders, we predicted what customers might need next alongside what they had just bought from Flipkart. Then, using live delivery tracking, we shadowed Flipkart agents and turned up just minutes after their original delivery with thoughtful, unexpected add-ons. A safety pin for the saree they’d ordered. Nimbu-mirchi for their toy car. Even a PS5 for their brand-new TV.
We captured our customers’ raw, unscripted reactions and used those moments to launch Flipkart Minutes to the world. Showing that from the smallest essentials to the biggest surprises, everything you need is available on Flipkart Minutes.
THANK YOU COMPETITORS
Flipkart was one of the late entrants to the quick commerce race. So, instead of repeating the same category promise, we turned the category’s core selling point, “delivery in minutes,” into our edge and simply named our service Minutes. Turning every competitor’s ad into free promotion for us.
To take it beyond branding, we turned competitor ads into triggers for playful engagement. We launched “Thank You” coupons, each one cheekily named after a rival and redeemable on the Flipkart app. These coupons popped up wherever competitor ads did: on Google, Instagram, and across third-party platforms. We extended the banter to the streets with coupons beside rival hoardings, and even filmed videos outside their offices to spark conversation on social media.
To amplify the idea, Grandmaster Viswanathan Anand joined as our official “Thank You” partner, delivering thank-yous to our competitors while also cheekily acknowledging our checkmate move. In a viral meme video, we stitched together clips of competitor CEOs looking frustrated, while Vishy calmly offered them juice and ice cream from Minutes.