e-commerce
Flipkart bags a trip as Marriott Bonvoy turns carts into passports
MUMBAI: Who knew a pair of “Bali earrings” could land you in Bali? Or that “Korean skincare” could be your boarding pass to Seoul? Flipkart and Marriott Bonvoy have pulled off India’s first dual loyalty integration, proving that sometimes your cart really can take you places.
The campaign, cheekily titled “Your Cart Takes You Places” by 22Feet Tribal Worldwide, hijacks Flipkart’s own search bar. The agency crunched through 300-plus keywords and cherry-picked the top 10 that doubled up as travel destinations. For two weeks, when users typed in searches like “Bali” or “Korean skincare,” the dropdown offered not just products but also Marriott Bonvoy stays in Bali or South Korea.
It’s a neat twist on loyalty turning points and purchases into serendipitous upgrades. And the films that accompany the campaign pile on the humour, showing shoppers obliviously browsing their way closer to dream getaways.
“Our partnership with Flipkart is a first-of-its-kind move that connects two different worlds everyday shopping and global travel through a shared loyalty currency,” said a Marriott International spokesperson. “We’re making rewards interchangeable and aspirational while still being local and accessible.”
A Flipkart Travel spokesperson agreed, “This partnership bridges shopping and travel. Integrating Marriott Bonvoy into Flipkart search makes discovery delightful, and connecting Flipkart Supercoins with Marriott Bonvoy creates a more meaningful rewards ecosystem.”
The creative spark came from simple human envy, according to 22Feet Tribal Worldwide national creative head Vishnu Srivatsav, “A unique partnership needed a unique experience. We didn’t just treat it as advertising but built on the experience itself. It drew from search habits on Flipkart, and when we told the story, we leaned on envy.”
The campaign didn’t stop at Flipkart’s app. It spilled over to X (formerly Twitter) with chatter around “happy accidents,” rolled out influencer collaborations on social media, and nudged users to link accounts for a seamless shop-to-stay journey.
At its heart, the campaign makes one point clear: every click on Flipkart could be a step closer to a Marriott Bonvoy check-in. Suddenly, loyalty feels less like points and more like postcards.
e-commerce
Instamart and Duolingo launch street spell check campaign for Instaprint
Duo the owl fixes signboard typos across cities to showcase instant printing.
MUMBAI: If spelling mistakes had a sworn enemy, it might just be a bright green owl with a printer. Instamart has teamed up with language learning platform Duolingo for a quirky nationwide campaign that turns everyday spelling errors into a public spectacle while promoting its instant printing service, InstaPrint. The playful activation takes aim at the many misspelled shop boards and public signs scattered across Indian streets. From “saloons” that promise haircuts rather than drinks to menus and posters peppered with punctuation mishaps, the campaign sends Duolingo’s mascot Duo on a mission to restore linguistic order.
Armed with Instamart’s instant printing feature, Duo prints corrected versions of the mistakes on the spot and pastes them over the originals. The result is a series of humorous street interventions that have quickly begun circulating on social media.
Photos and videos of the grammar correcting owl have been widely shared online, with amused users reacting to the unexpected spell check patrol. One user joked, “Ab ayega na maza bhidu,” capturing the internet’s delight at the unusual campaign.
Behind the humour lies a practical message. The activation is designed to showcase the capabilities of Instaprint, Instamart’s printing service that allows users to print documents and posters almost instantly.
The company says the feature is meant for everyday needs such as printing resumes, visa documents or last minute posters without the usual scramble to locate a print shop.
Instamart introduced Instaprint in 2025 across select metropolitan cities including Bengaluru, Mumbai and Delhi. The service allows users to order printed materials directly through the platform, extending the quick commerce model beyond groceries and household essentials.
By combining Duolingo’s famously persistent owl with India’s street level spelling quirks, the campaign taps into the internet’s long running fascination with grammar mistakes while demonstrating a real world use case for instant printing.
After all, in a world full of typos, sometimes what you really need is a quick printer and a very determined language teacher.
