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Flipkart has launched a clever new campaign for its quick commerce app, Flipkart Minutes, with a light-hearted film titled ‘Thank You’, conceptualised by DDB Mudra Group.
In a humorous twist, the campaign plays on the word "minutes," a term frequently used by competing quick commerce brands. As these companies tout their rapid delivery services with phrases like “Get groceries in minutes” and “Get pet supplies in minutes,” Flipkart cleverly suggests that they are inadvertently endorsing its own offering—“Minutes.”
The film features chess grandmaster Vishwanathan Anand, who comically grapples with this revelation. Viewers watch as Anand transitions from confusion to amusement, realising that competitors’ messages double as a nod to Flipkart Minutes. The ad captures the essence of this irony, delivering a tongue-in-cheek thank you to the competition while promoting its own app in a warm and engaging manner.
The campaign effectively combines wit and strategy, reflecting Flipkart's understanding of the market landscape. With its playful narrative, the film serves not only as a promotional tool but also as a clever commentary on the current quick commerce industry dynamics.
