Flipkart Minutes’ ‘Rift to Gift’ invites couples to argue this Valentine’s Day to find the right gift

Forget the usual Valentine’s Day clichés! Flipkart Minutes is turning gift-giving on its head with its new “Rift to Gift” campaign created by 22feet Tribal Worldwide India. The campaign’s core idea? When you start an argument, your partner makes up with a better gift.

The campaign launched with a bot (RiftToGift.com) that gives out clever “rift-starters” to shoppers to use on their partners, helping them navigate the sometimes tricky terrain of Valentine’s Day gifting with a dash of humour.

The campaign is anchored by a hilarious digital film. It cleverly juxtaposes the feeling of being tired of bad gifts on Valentine’s Day with the serene wisdom of a spiritual leader, all to deliver a playful message about Valentine’s Day gift expectations. The film highlights Flipkart Minutes’ unique offering: a wide selection of gifts at competitive prices, delivered in just 10 minutes. This positions Flipkart Minutes as the go-to solution for those seeking timely and thoughtful presents. The “Rift to Gift” campaign cleverly leverages the insight that partners act more thoughtfully after a rift and try to make up for it.

At the heart of the campaign is RiftToGift.com, a bot that suggests playful rift-starters based on selected Valentine’s Day gifts. Once the “rift” is initiated, an SMS with a gift suggestion is sent to the bot-user’s partner, hinting at the perfect resolution.

Vishnu Srivatsav, National Creative Head, 22feet Tribal Worldwide, said: “On the day of love it gives us great pleasure to do a campaign that encourages people to have a quarrel. But sometimes you need to rift for the right gift. It also was a whole lot of fun, subverting a calm spiritual leader and gave them encouragement rifts too. Sure this campaign was about love. But it was more about getting the things we love.”

The “Rift to Gift” campaign extends beyond the digital film, encompassing search ads and digital banners, all driving users to RiftToGift.com to participate in this unique and playful approach to Valentine’s Day gifting.

Credits
Agency: 22feet Tribal Worldwide
Business: Vanaja Pillai, Shikha Davessar, Zubin Sheriff, Apeksha Pandey, Varda Choudhary, Pratibha Sudarshan
Creative: Rahul Mathew, Vishnu Srivatsav, Ishan Mehta, Diya Sarker, Farhat Shaukat, Akshay Pathak, Kavya Gupta, Nupur Datar, Nadir Ahmed, Dhanya Purohit, Shubhangi Khandelwal, Kiran Kumar
UIUX: Viswamoulie Selvaraj, Aparajita Sharma
Production: Reshmi Ghosh, Rahul Mokhasi, Nikhil Gavit, Akash Davda, Yaseen Hafees
Tech: Preetham Venkky, Shivanandan Lakshman, Sharmila Patel, Jagdeesh Tholeti, Jakeer Sasanoor, Karthik Sankar, Sujith Aravind
Finance: Tapas Baral, Ajinkya Kanchavade
Flipkart: Pratik Shetty, Arun Jayaraman, Rupa Choudhury
Writing Collaborators: Shamik Chakrabarti, Urooj Ashfaq, Shaad Shafi
Production House: Potli Baba, Beliappa M, Amrita Hooda
Director: ALTRAY