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Flipkart has unveiled a new campaign for its Freedom Sale, which presents a humorous spin on one of the most familiar phrases associated with India's Independence Day—British Raj.
Created in partnership with 22feet, part of Omnicom Advertising India, the campaign rests on a wordplay. Instead of the 'British Raj’, it targets people named Raj living in the UK. Flipkart 'loots' them by dropping Freedom Sale discount codes in the comments of their Instagram posts.
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Bringing the idea to life is a campaign film that begins with one-liners revisiting the British Raj, before revealing the twist.
The integrated campaign is live across digital, social media, and OOH, with QR codes directing audiences to the film and encouraging them to join the hunt for discount codes as the Freedom Sale begins.
