Q] Today, Flipkart’s campaigns feel more humour-led and distinctive compared to earlier performance-driven communication. What triggered this shift, and what impact have you noticed?
I wouldn’t call it a shift. For us, marketing has always been a mix of brand-building and performance, and the distinction itself can be misleading since everything ultimately drives outcomes. Flipkart has always had a quirky, humorous tone, seen earlier in campaigns like ‘Kids as Adults,’ which became a distinctive brand asset. Humour has been central to how we communicate. Over the last couple of years, we have refined that across different types of marketing, always-on, event-based campaigns, and ‘Big Billion Days,’ each with a slightly different tonality. ‘Big Billion Days’ is larger than life, with a sense of scale and possibility, while BAU campaigns are more cohort-driven with humour evolving based on who we are speaking to, whether it’s younger audiences or women in Tier 2 markets. So, it’s less about a shift and more about sharpening what has always been elemental to Flipkart.
Q] Your recent rap-style campaign featuring quirky products stood out. Was it aimed primarily at Gen Z, or did you expect it to resonate across audiences?
The recent campaign was designed for women in Tier 2 India. One key insight was that shopping apps act like a secondary screen. Even while watching content elsewhere, users browse products and come across interesting, quirky items at affordable prices, with even small purchases getting compliments. Another insight was that shopping is not always planned. You might enter looking for something like a kurta but end up discovering something completely different. It feels less like a journey and more like a ride. That is what the campaign builds on—showing two women discovering something new every day and enjoying that shared experience. The rap was a creative treatment that explored a local dialect for aunthenticity.
Q] What was the objective behind the ‘Only Fans’ campaign, and did summer marketing start earlier this year?
Summer is a key period for us, especially for categories like air conditioners that are highly seasonal. We run mass campaigns built on simple insights; for instance, how extreme heat makes people irritable, which is where ‘Garmi Kare Sabka Dimag Fry’ comes in. At the same time, our consumer base is evolving. Gen Z now makes up around 40 to 45 per cent of our customers, and many are entering the appliance buying segment as they start working, making it important for us to speak to them in a relevant way. The ‘Only Fans’ campaign was designed with that in mind. While our tone remains rooted in humour, the expression is sharper for younger audiences. It is a digital-first campaign targeted at the 21 to 29 age group.
On timing, summer marketing for us is consistent year-on-year. It starts earlier in the south around late February and moves north by mid-March, and this year, has followed the same pattern.
Q] Flipkart Minutes has been scaling rapidly. What is the current marketing approach for the platform? Are you focusing more on brand-building or acquisition?
I won’t be able to comment on spends, but Flipkart Minutes is still a relatively new service. While it has grown and is sizeable, it remains in its nascent stage. so, our focus is two-fold, building the brand and getting new customers to experience it. We’re positioning it around key strengths like great value, wider assortment, and strong geographic reach. Brand-building goes beyond traditional media and comes from every consumer touchpoint, including delivery, packaging, and occasion-based activations. At the same time, we’re focused on acquiring new customers and growing the user base. Our positioning is anchored in value, with both brand-building and acquisition running in parallel.
Q] Can you walk us through Flipkart’s current media mix and what drives higher investment and ROI?
Our media strategy starts with identifying the key consumer cohorts we want to grow and the metrics we want to drive. This shapes our annual plan and keeps us away from ad hoc decisions. The mix includes large screens like television and smart TVs, a strong digital presence, and investments in print, outdoor, and emerging media. Performance marketing supports both immediate outcomes and cohort growth, while influencer marketing is a key pillar, with creator-led commerce becoming a significant area of investment.
Q] Flipkart spans multiple categories: electronics, phones to fashion. Which ones are seeing higher marketing priority today, and which are driving the most growth?
Each category plays a different role, so the approach varies. Categories like beauty, personal care, and fashion are unit-driven and high frequency, helping drive customer growth and acquisition. In contrast, electronics and mobiles are of higher value, so the focus is on building trust, assurance, and a strong end-to-end experience.
In terms of growth, there is no single category that leads consistently. It depends on consumer momentum, with different categories leading at different times.
Q] Flipkart & Flipkart Minutes have been associated with IPL and other cricket properties. How important is cricket to Flipkart’s marketing strategy today, and why does the sport continue to attract marketers despite the growing clutter?
From a marketing standpoint, cricket remains powerful because of its effectiveness. Compared to regular television, ads during high-impact properties like IPL are more noticeable, with stronger recall. It is also a balance between effectiveness and cost, as spot prices continue to rise. For newer brands, it delivers scale and builds awareness quickly, while for more established brands, it works best when there is something new or distinctive to communicate.
Q] With competition intensifying, how is Flipkart planning to differentiate itself through marketing? Any new strategies or growth levers for the coming year?
One key focus for us has been building a distinctive brand identity. Over the past couple of years, we went through a phase of experimentation to understand what works for Flipkart. Over the last year and a half, that has become much clearer in terms of what the brand stands for and how we communicate, and we have been consistent in that. The second lever is focusing on key growth segments. We have identified the cohorts that matter most, and our media and creative strategies are aligned with winning in those segments. The third is building a strong creator ecosystem beyond traditional marketing. Today, we have one of the largest creator-led programmes, where content directly drives commerce on Flipkart.
Overall, we follow an always-on approach, with campaigns across key events, business as usual activity through the year, and participation in relevant moments.
PROFILE
Pratik Shetty is Vice President, Growth & Marketing at Flipkart, where he leads the company’s strategic marketing, brand growth, and customer engagement initiatives. With wide-ranging experience in building culturally resonant campaigns and integrated marketing strategies, he has played a key role in shaping Flipkart’s narrative and driving performance across platforms. Under his leadership, Flipkart’s marketing has embraced creator-led commerce, immersive storytelling, and data-driven consumer outreach, exemplified by landmark campaigns such as ‘The Big Billion Days’ festival. Pratik’s work reflects a blend of creative innovation and rigorous audience insight, helping Flipkart strengthen its connection with diverse consumer cohorts across India.
ABOUT THE BRAND
The Flipkart Group is one of India’s leading digital commerce companies, founded in 2007. With over 500 million users and 1.4 million sellers, it offers 150 million products across 80+ categories. Through innovation and technology, Flipkart empowers businesses, creates jobs, and drives India’s digital economy forward.
FACTS
Creative Agency: DDB Mudra, Kinnect, Talented
PR agency: Edelman
