Mumbai: Flipkart has partnered with 22feet, part of Omnicom Advertising India, to launch an interactive print campaign for its ‘Aadi Thallaadhabadi’ Sale, transforming Chennai’s iconic Ranganathan Street into an immersive newspaper experience.
Published in Dinakaran, one of Tamil Nadu’s leading newspapers, the campaign features a hand-drawn illustration of the bustling shopping destination, allowing readers to discover Flipkart deals by scanning QR codes embedded within the artwork.
Inspired by the energy and cultural significance of Ranganathan Street—long associated with Aadi shopping—the campaign recreates the marketplace in intricate detail, featuring storefronts, signboards and crowded streetscapes. By combining handcrafted artwork with interactive technology, Flipkart seeks to bridge the traditional shopping experience with digital commerce.
The campaign also highlights the role of human creativity at a time when AI-generated visuals are becoming increasingly prevalent. Through the initiative, Flipkart aims to connect with consumers in Tamil Nadu by celebrating local shopping traditions while bringing festive offers to online shoppers.
Commenting on the campaign, Vishnu Srivatsav, Chief Creative Experience Officer, 22feet, said, “When it comes to Chennai, Ranganathan Street is more than just a location. It’s a cultural institution. So, when it came to Flipkart’s Aadi sale, we didn’t look at Ranganathan Street as competition, but we saw it as an opportunity to drive our sale through cultural rituals. Looking for a deal there, is a rite of passage for shoppers and this time, we found a way to make them look for Flipkart deals in Ranganathan street.”
The Flipkart Aadi Thallaadhabadi Sale is live until July 31, offering festive deals during one of Tamil Nadu’s biggest shopping seasons. Through the campaign, the e-commerce platform continues to strengthen its regional marketing strategy by blending cultural relevance, interactive storytelling and technology to engage local audiences.
