Flipkart has launched a campaign around the harvest festival of Ugadi, drawing on the commonly debated pronunciation of the festival as ‘Ugadi’ or ‘Yugadi’.
The campaign is based on the insight that while the name of the festival may vary across regions, the underlying spirit of celebration and shopping remains consistent. It targets audiences across Andhra Pradesh, Telangana and Karnataka.
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Conceptualised by 22feet, the campaign film presents a humorous exchange between Telugu and Kannada speakers debating the correct pronunciation needed to unlock deals on the Flipkart app. The narrative introduces a twist where both versions are acknowledged, aligning with the broader theme of inclusivity during festive celebrations.
At the centre of the campaign is a dedicated microsite that allows users to enter festive wishes and access exclusive deals. The activation uses the Ugadi versus Yugadi debate as an interactive element to drive user participation.
The campaign is being promoted across Meta platforms, along with integrations on the Flipkart app and website, encouraging users to engage with the activity and explore festive offers.
Speaking on the campaign, Vishnu Srivatsav, Chief Creative Excellence Officer, 22feet said, “Small details make for big cultural differences. So, when we decided to celebrate Ugadi for Karnataka as well as AP and Telengana, we felt that the pronunciation nuance was a great starting point. And we added healthy doses of exaggeration and absurdity. And ended up with a take that’s both celebratory and differentiated.”
