Flipkart has launched the second edition of its summer sale event, SASA LELE, supported by a new campaign conceptualised by 22feet.
The campaign builds on the proposition of ‘sale par sale’, focusing on double offers and seasonal deals available on the platform.
Drawing from Kodinhi in Kerala, known for its high number of twin births, the ‘Kodinhi Code’ campaign uses the idea of ‘double’ as a central theme. It extends this concept through the ‘Kodinhi Store’, where products bought by residents during the sale are positioned as double offers for a wider audience.
The campaign film is set in the town and captures everyday moments where everything appears in pairs, linking back to the brand’s value proposition.
Commenting on the campaign, 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 at 22feet added, “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.”
The campaign is currently live across digital platforms, supported by in-app activations and amplification on Meta platforms.
