e-commerce
Flipkart and vivo T4x’s Suvidha Ke Liye Khed Hai sparks viral sensation
MUMBAI: The launch of vivo T4x on Flipkart took an unexpected turn with the Suvidha Ke Liye Khed Hai campaign, conceptualised by creative and entertainment agency Only Much Louder (OML). The campaign quickly captured public attention, becoming a viral sensation and securing the top trending spot on X (formerly Twitter).
Rather than promoting convenience as a benefit, OML took a fresh approach highlighting the unintended ‘problem’ caused by a device that eliminates everyday struggles. The vivo T4x, powered by a Mediatek Dimensity 7300 Processor and a massive 6500mAh battery, removes common frustrations like lag, buffering, and battery drain, leaving users without an excuse for breaks or distractions. This clever spin resonated widely, sparking conversations across social media.
Executed through a trans-media strategy, the campaign seamlessly integrated high-impact OOH placements, digital activations, and website integrations to maximise engagement. A standout moment was Flipkart’s playful ‘formal apology’ for making life too easy, which became a major talking point online. Influencers such as Riyaz Ali and Byomkesh joined the conversation, while meme pages like Naughtyworld, Laughtercolours, and The Sarcastic Page amplified the campaign’s reach with viral content.
OML SVP revenue Pankaj Malani, commented, “We’ve all experienced the frustration of a phone running out of battery at the worst possible moment whether mid-game, during a binge-watch session, or on an important call. Working with Flipkart, we turned this universal experience into an engaging narrative, highlighting how the vivo T4x’s 6500mAh battery ensures uninterrupted usage, leaving no room for excuses.”
By turning convenience into an unexpected dilemma, the campaign struck a chord with audiences across demographics. The humorous messaging and innovative execution ensured that the vivo T4x launch was not just another product release but a widely shared cultural moment.
e-commerce
Visa report tracks rise of India’s affluent, experience-led spending
Affluent base doubles to 130 lakh, travel 58 per cent of elite spends.
MUMBAI: In India’s new luxury playbook, it’s less about owning more and more about living better. A new whitepaper by Visa Consulting and Analytics (VCA) maps a decisive shift in India’s affluent economy, where spending is becoming more intentional, experience-led, and closely tied to personal identity rather than pure income growth.
Titled India’s Affluent Economy 2025–2026, the report draws on a Visa-commissioned Yougov study and VisaNet data across travel, dining, retail and lifestyle categories. The headline number is hard to miss: individuals earning over Rs 10 lakh annually have nearly doubled from 69 lakh to 130 lakh, significantly expanding the country’s discretionary spending base.
But it’s not just about scale, it’s about behaviour. As consumers move up the affluence ladder, discretionary categories are taking a larger share of credit card spends, positioning cards as key enablers of premium, lifestyle-driven consumption.
The geography of wealth is shifting too. Affluence is no longer confined to metros such as Mumbai, Delhi and Bengaluru, with cities like Ahmedabad, Surat, Jaipur and Lucknow increasingly mirroring metro consumption patterns.
The report highlights a clear pivot from ownership to access. More than 50 per cent of affluent consumers now use cards for elite memberships, while 7 in 10 are drawn to limited-edition drops and curated collections. Increasingly, luxury is defined by seamless access be it concierge-led travel or curated dining where time saved is as valuable as money spent.
Spending patterns reinforce this shift. Among the ultra-elite, travel accounts for 58 per cent of discretionary spends, far outpacing retail and luxury combined at 28 per cent. Cross-border spending penetration stands at 63 per cent, signalling a growing global outlook among India’s affluent.
Closer home, indulgence is becoming routine. Nearly 4 in 5 affluent consumers dine at premium establishments at least three times a year, while 1 in 4 visit luxury venues more than five times annually. Dining spends are also climbing, with Rs 20,000 emerging as a new entry-level benchmark per experience and Rs 50,000 marking premium territory.
Retail, meanwhile, is becoming more selective. Three in four affluent consumers make a high-end purchase at least once a quarter, while one in four shops premium every two weeks. Luxury retail intensity is also rising, with 2 in 5 consumers spending over Rs 5 lakh annually, and a smaller but significant segment exceeding Rs 10 lakh.
Technology and wellness are carving out new roles in this ecosystem. High-end gadgets now see average spends of Rs 60,000 or more per purchase, while ultra-elite consumers are eight times more likely to visit spas and show five times higher engagement with cosmetic stores than non-affluent groups.
The broader takeaway is structural. Affluent consumers are no longer buying products, they are buying ecosystems. Integrated experiences across travel, dining, wellness and payments are becoming central to how this segment lives and spends.
As India’s affluent base expands beyond metros and aligns more closely with global consumption patterns, the real opportunity lies not just in size, but in speed. For brands, the message is clear: relevance will be defined by how early and how seamlessly, they plug into this evolving lifestyle economy.
