e-commerce
Net neutrality: Flipkart pulls out of Airtel Zero after social media backlash
MUMBAI: Over the last few days, the hot topic of debate on social media has been net neutrality. Even as Indians sent more than 300,000 emails to the Telecom Regulatory Authority of India (TRAI) in support of net neutrality to ensure equal internet access for all, e-commerce giant Flipkart, has pulled out of its deal with Airtel for its platform Airtel Zero, which allows users to access partner apps sans any data charges.
Flipkart faced a lot of flak on social media platforms on its partnership with Airtel Zero. As a result of this, the company backed out of its deal and has also now committed itself to the larger cause of net neutrality in India.
In an official statement, Flipkart said, “We at Flipkart have always strongly believed in the concept of net neutrality, for we exist because of the Internet. Over the past few days, there has been a great amount of debate, both internally and externally, on the topic of zero rating, and we have a deeper understanding of the implications.”
Based on this, the company took the following decisions:
(1) Flipkart ended ongoing discussions with Airtel for their platform Airtel Zero.
(2) The company committed itself to the larger cause of Net Neutrality in India and will be discussing internally the details of actions it would take to support the cause.
(3) Flipkart will also work towards ensuring that the spirit of net neutrality is upheld and applied equally to all companies in India irrespective of the size or the service being offered and there is absolutely no discrimination whatsoever.
As was reported earlier by Indiantelevision.com, stand-up comedy group All India Bakchod (AIB) released a video explaining the concept of net neutrality and its impact if it was denied to users. AIB’s video, which went viral, conveyed the message that Internet was a utility and not a luxury.
To review the concept of net neutrality, the government has created a committee of six members. Indian Telecom Minister Ravi Shankar Prasad said that the team’s report on net neutrality will be presented in mid-May.
e-commerce
Instamart gold dig event at Hussain Sagar goes viral
Hyderabad activation ties to gold price lock offer ahead of Akshaya Tritiya
MUMBAI: All that glitters isn’t just gold, it’s also great marketing. A quirky on-ground activation by Instamart at Hussain Sagar Lake has turned into a viral spectacle, with videos of people digging for gold coins flooding social media feeds this week. The campaign, executed in collaboration with Moms, transformed a patch of the city’s iconic lakefront into what online users quickly dubbed a “mini gold rush”. Armed with spades, participants dug through a mud-filled pit in search of hidden gold coins, an activity that drew crowds, cameras and plenty of commentary online, ranging from amused disbelief to outright fascination.
At the heart of the frenzy was a promotional push for Instamart’s ‘Gold Price Lock’ feature, which allows users to secure prevailing gold rates between April 10 and April 16 and complete their purchase later during Akshaya Tritiya, a period traditionally associated with high gold buying. The mechanic cleverly blended physical participation with digital conversion, turning curiosity into a potential transaction.
Branded as ‘Gold Diggers’, the activation leaned into gamified engagement. Those who struck lucky walked away with coins, those who didn’t were nudged with a simple message: lock the price now, buy later. The result was a steady stream of footfall and a surge in user-generated content, as onlookers and participants alike documented the spectacle.
The timing is significant. India remains one of the world’s largest consumers of gold, with demand peaking around Akshaya Tritiya. Data from the World Gold Council suggests the festival alone accounts for roughly 25–30 tonnes of gold purchases annually, making it a high-stakes window for brands looking to tap into consumer sentiment.
As the ‘Gold Price Lock’ feature remains live until April 16, the campaign has already done its job turning a simple product feature into a citywide moment. Because sometimes, the quickest way to get people talking about gold isn’t to sell it, it’s to make them dig for it.
