Mumbai: Flipkart has unveiled the second edition of its flagship summer sale event, SASA LELE, with a humour-led campaign conceptualised by 22feet. Drawing inspiration from Kodinhi — a village in Kerala known for its unusually high number of twin births — the campaign ‘Kodinhi Code’ creatively leans into the world of “double”, turning it into an amusing metaphor for double joy and double offers on Flipkart.
At the heart of the campaign is a quirky film set in the twin town of Kodinhi, capturing everyday moments where everything comes in pairs and tying it back to Flipkart’s core value proposition. The campaign builds on SASA LELE — Flipkart’s biggest non-festive sale event — turning the spotlight on one simple idea: when it comes to value, why stop at one when you can have double?
The campaign takes the concept further through an innovative execution, where everything that Kodinhi residents buy during the sale period becomes available at a double offer for everyone through the ‘Kodinhi Store’ — bringing the brand’s “sale par sale” promise of double offers and summer special deals to life in a distinctly entertaining way.
Pratik Shetty, Vice President, Growth and Marketing, Flipkart, said, “We’ve brought the idea of double sale to life through a quirky and unique take on Kodinhi, India’s twin town in Kerala. This serves as the perfect analogy for our SASA LELE initiative, effectively translating the concept of twins into double deals and double excitement for our customers.”
Vishnu Srivatsav, Chief Creative Experience Officer, 22feet, said, “Sometimes a data point gives you an idea like no other. It was almost like Kodinhi was waiting for a sale like SASA LELE to come along. And then the team went to town on the jokes. We wanted the execution to be authentic to the land while having a wider appeal, hence the jokes had to be more visual. Additionally, our directors, Chalees Chor gave it a rich texture and unexpected hilarity.”
Through SASA LELE 2.0, Flipkart reinforces its position as a go-to destination for high-impact sale moments, delivering a bigger and more value-driven shopping experience for customers across the country. The campaign is currently live and is further extended through in-app activations, with amplification across META platforms.
