Mumbai: Wit & Chai Group, a creative media agency, has partnered with Flipkart to launch its first-ever Gudi Padwa campaign. This unique campaign, designed to build brand affinity in Maharashtra, uses a time-traveling narrative with folk-style storytelling to connect traditional festive shopping with today’s digital convenience.
Through its in-house production house, Wit & Chai Group has conceptualized and produced a brand film that spans three decades—from the 1970s to the 2000s and 2025. The film humorously showcases how festive shopping has evolved while keeping the spirit of Gudi Padwa celebrations unchanged.
Shot in a heritage bungalow in Pune, the campaign embraces Marathi traditions with era-accurate settings, authentic attire, and a cast featuring well-known Marathi theatre actors. The rhythmic, folk-style narration integrates Flipkart seamlessly into the festive tradition, creating a distinct and hyper-local brand connection.
Suyash Lahoti, Partner at Wit & Chai Group, shared, “With this campaign, we wanted to do more than just celebrate Gudi Padwa. We wanted to create something that feels truly Maharashtrian—something that only Flipkart could own. The campaign is distinct, memorable, and deeply rooted in the way Maharashtra celebrates festivals. From nostalgic storytelling to modern shopping convenience, this film blends tradition with the present in a way that feels fun, relevant, and functional.”
Pratik Shetty, Senior Director, Head of Marketing & Media, Flipkart, added, “At Flipkart, we believe in celebrating India’s cultural diversity by crafting meaningful experiences for our customers. This campaign beautifully blends nostalgia, humor, and Maharashtra’s rich heritage, highlighting that while times change, the excitement of festive shopping remains the same. Flipkart continues to be the go-to destination for customers looking to celebrate with ease, tradition, and joy.”
The campaign will be launched across YouTube, Meta (Facebook & Instagram), X (Twitter), regional OTT platforms, and performance marketing channels, ensuring broad reach and engagement among Marathi audiences.
