Flipkart turns Chennai’s Ranganathan Street into interactive print ad

MUMBAI: Flipkart is asking shoppers to hunt for bargains before they even open the app. The e-commerce giant has transformed Chennai’s legendary Ranganathan Street into an interactive newspaper experience, using a hand-drawn illustration and hidden QR codes to bring its Aadi Thallaadhabadi Sale to life.

Created in partnership with 22feet, part of Omnicom Advertising India, the campaign appears in Tamil daily Dinakaran and recreates the bustling shopping street in intricate detail. Readers are encouraged to scan QR codes embedded within the artwork to unlock Flipkart deals, turning a conventional print advertisement into a digital treasure hunt.

The campaign draws inspiration from Ranganathan Street, one of Chennai’s busiest shopping destinations and a longstanding symbol of Aadi shopping traditions. Every storefront, signboard and crowded lane has been painstakingly illustrated by hand, reflecting the energy and organised chaos that shoppers associate with the iconic marketplace.

The decision to use handcrafted artwork also comes at a time when AI-generated visuals are becoming increasingly common in advertising. Instead of relying on artificial intelligence, the campaign places the spotlight on manual illustration, positioning craftsmanship as a creative differentiator.

By combining traditional newspaper advertising with interactive technology, Flipkart is attempting to bridge offline nostalgia with online commerce. The QR-enabled experience allows shoppers to discover offers while recreating the excitement of searching for bargains in one of Tamil Nadu’s best-known retail hubs.

The Aadi Thallaadhabadi Sale is running until 31 July, coinciding with one of the state’s biggest annual shopping seasons. Through the campaign, Flipkart aims to strengthen its connection with regional audiences by rooting its festive sale in a cultural landmark that generations of Tamil shoppers instantly recognise.

The campaign also reflects a wider shift in advertising, where brands are increasingly blending local cultural cues with digital engagement. Rather than simply promoting discounts, marketers are turning familiar traditions into immersive experiences, showing that in an era dominated by screens, print can still surprise when creativity leads the way.