DDB Mudra Group creates ‘Thank You’ film for Flipkart using wordplay to promote ‘Minutes’

Sometimes, the best marketing comes from the most unexpected places like your competitors. And Flipkart Minutes found itself in this delightfully ironic situation.

Some of India’s leading quick commerce giants have been working hard to promote their offerings and minutes delivery service model. And they have been doing so with a very specific type of call to action: “Get groceries in minutes,” “Get pet supplies in minutes.” That’s where the campaign seed for Flipkart was hiding.

If you think about it, it almost sounds like they’re telling people to get these items in ‘Minutes’, Flipkart’s new quick commerce app.

Flipkart Minutes took this funny coincidence and ran with it in their latest ‘Thank you’ film, created by DDB Mudra Group, starring Vishwanathan Anand, the chess legend known for his next-level strategic skills. In the ad, we get to see Anand, the smartest guy in the room, trying to wrap his head around this revelation. Even a grandmaster needs a second to process that every time competitors say, “in minutes,” they’re giving a cheeky nod to Flipkart Minutes. And honestly, watching him go from confused to “aag laga di” is the real treat here. It’s a hilarious twist on the language everyone has been using without realizing just how handy it’s been for the latest entrant in the Q-Comm game.

The result? A tongue-in-cheek thank you to their competitors, with a touch of warmth and gratitude, like a squishy teddy bear or a lovely bouquet. From their app. Minutes.