Flipkart extended its Diwali campaign, 'Yeh Diwali Smartphone Wali,' beyond its digital and retail platforms through an on-ground initiative in Mumbai titled 'Flipkart Lights Up the Forgotten Corners of Mumbai.' The activity focused on community engagement across Dharavi, Kamathipura, and Malvani — neighbourhoods often overlooked during festive celebrations.
According to the brand, the initiative was aimed at translating its campaign message of upgrading lifestyles into one that contributes to improving local communities. Volunteers participated in cleanliness drives, beautification efforts, and health camps, along with the distribution of hygiene and feminine care kits. The company stated that these activities helped transform neglected spaces into festive, well-lit areas filled with colour and joy.
The project was executed in partnership with Sociowash. Commenting on the experience, Shubham Chawla, Youthbeat Business Head at Sociowash, said, “Going on ground was tougher than expected, the people were full of apprehensive emotions, as no one had done this for them before. We painted 5,000+ houses, cleaned streets and their smiles made it all worth it. It was truly a transformative experience, not just from a campaign standpoint, but from an impact standpoint as well.”
Raghav Bagai, Founder of Sociowash, added, “We started with a vision of adding impact and value 10 years ago. After hearing the joy and gratitude the campaign brought to the team and people of the area, it reminded me why we started this journey. Truly grateful for what we were able to achieve with the brand.”
Flipkart mentioned that what began as a campaign about upgrading lifestyles evolved into an effort focused on uplifting lives and strengthening community spirit, highlighting that the true essence of Diwali lies in illumination that extends beyond homes and screens.
