MAM
MUFTI was the first brand I signed after the success of Sonu Ki Titu Ki Sweety – Kartik Aaryan
MUMBAI: Kartik Aaryan is an inspiring success story in Bollywood; a star who has made it on his own. One man who could relate to Kartik’s journey was Kamal Khushlani, Founder and MD of MUFTI, a revered fashion brand. Interestingly, the two possess a similar outlook on life and believe in taking the path less travelled.
Commenting on being on board as MUFTI’s first brand-ambassador, Kartik Aryan said, “MUFTI was the first brand I signed after the success of Sonu Ki Titu Ki Sweety so it’s very close to my heart. It’s a great association to have. The kind of clothing lines that they have is young, trendy and matches my personal style.”
While Kartik became a Bollywood heartthrob with the success of his new-age films, Kamal chalked a successful path in the business of fashion. With both of them abiding by the adage never-say-die in their respective fields, and with the star working with similar beliefs that the brand represents, it was only fitting that Kartik was on-boarded as the first brand ambassador for MUFTI.
Speaking about the association, Kamal shared, “Given his journey in Bollywood, it is evident that Kartik is a man who is confident of his actions and believes in himself. He truly encapsulates the qualities MUFTI stands for – confident, authentic/genuine, youthful and trendy.”
Brands
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.
