Mumbai: Flipkart has launched a new festive campaign around Ugadi, bringing a playful twist to the popular Ugadi vs Yugadi pronunciation debate. The campaign aims to celebrate the harvest festival across Andhra Pradesh, Telangana, and Karnataka, while driving engagement through festive shopping experiences.
Conceptualised by 22feet Tribal Worldwide, the campaign is built on the insight that while the festival’s pronunciation may vary across regions, the spirit of celebration, togetherness, and shopping remains universal. The campaign film captures this through a humorous exchange between Telugu and Kannada speakers debating the ‘correct’ pronunciation to unlock deals on the Flipkart app, culminating in a twist that rewards both.
At the core of the campaign is a dedicated microsite that allows users to enter their festive wishes and unlock exclusive deals, turning the friendly debate into an interactive and engaging experience. The initiative is designed to deepen consumer participation while enhancing brand connect during the festive season.
The campaign is being amplified across digital platforms, including Meta, alongside integrations on the Flipkart app and website, encouraging users to join the conversation and access special festive offers.
Speaking on the campaign, Vishnu Srivatsav, Chief Creative Excellence Officer, 22feet said, “Small details make for big cultural differences. So, when we decided to celebrate Ugadi for Karnataka as well as AP and Telengana, we felt that the pronunciation nuance was a great starting point. And we added healthy doses of exaggeration and absurdity. And ended up with a take that’s both celebratory and differentiated.”
With this campaign, Flipkart continues to leverage cultural insights and regional nuances to create engaging, locally resonant marketing initiatives that drive festive engagement and commerce.
Link to the microsite: https://
Agency credits:
Creative: Vishnu Srivatsav, Shyam Nair, Jamuna Poovaiah, Pavithra Nair, Rajat Bhandari, Pranav Vijayan, Ishita Uniyal, Kiran Kumar, Akash Davda
Tech: Deelip Vemula, Manoj Jagannath, Avik Goyal, S Karthik, Jagadeesh Tholeti, Krishna Meesala, Hemanth K N, Sudhir Kachare, Sujith Aravind
Business: Shikha Davessar, Yash Dabi, Zubin Sheriff, Nancy Murjani, Akanksha Malhotra
Strategy: Aryan Krishnan
Production House: Mothership Productions
Director: Karan Shetty
