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Flipkart plays on Ugadi vs Yugadi debate in festive campaign
Light-hearted film turns pronunciation clash into deals and delight
MUMBAI: Flipkart is turning a tongue-twister into a talking point with its latest campaign around Ugadi, playfully diving into the age-old debate of Ugadi versus Yugadi.
Conceptualised by 22feet, the campaign leans into a simple cultural truth. While pronunciation may differ across Andhra Pradesh, Telangana and Karnataka, the festive spirit and the urge to shop remain universal.
The campaign film captures this with a humorous back-and-forth between Telugu and Kannada speakers arguing over the ‘right’ way to say the festival’s name, only to land on a cheerful twist where both sides are rewarded. It is less about settling the debate and more about celebrating it.
At the centre of the activation is an interactive microsite, where users can share festive wishes and unlock exclusive deals on the Flipkart app. The idea turns a linguistic quirk into a participative experience, nudging users to engage while they browse.
The campaign is being amplified across digital platforms, including Meta, along with integrations on Flipkart’s own ecosystem, encouraging users to join the conversation and cash in on festive offers.
22feet chief creative excellence officer Vishnu Srivatsav said, “Small cultural nuances often create the most interesting ideas. The pronunciation debate gave us a playful starting point, and from there we built a take that is both celebratory and distinctive.”
In blending humour with heritage, Flipkart’s campaign shows that sometimes, it is not about who is right, but how everyone can win, especially when there are deals on the table.
