e-commerce
Flipkart launches SASA LELE 2.0 summer sale
MUMBAI: Flipkart has doubled the fun this summer literally turning twins into a winning sales strategy. The e-commerce giant has rolled out the second edition of its flagship summer sale, SASA LELE, with a delightfully quirky campaign titled ‘Kodinhi Code’. Conceptualised by 22feet, the campaign draws inspiration from Kodinhi in Kerala, a village famous for its unusually high number of twin births, cleverly using the idea of “double” as a metaphor for double joy and double discounts.
The campaign film is set in the twin town, capturing everyday moments where everything comes in pairs perfectly tying into Flipkart’s “sale par sale” promise. It even introduces a fictional ‘Kodinhi Store’ where purchases made during the sale unlock double discounts for everyone.
Flipkart, vice president for growth and marketing Pratik Shetty said, “We’ve brought the idea of double sale to life through a quirky and unique take on Kodinhi. This serves as the perfect analogy for our SASA LELE initiative.”
22feet chief creative experience officer Vishnu Srivatsav added, “It was almost like Kodinhi was waiting for a sale like SASA LELE to come along.”
The campaign is now live across digital platforms and in-app activations, with heavy amplification on Meta. By turning a fascinating cultural insight into an entertaining shopping experience, Flipkart has made one thing clear: when it comes to value this summer, why settle for single when you can go double?
