McCann India turns Piyush Mishra’s ‘Maine Pyar Kiya’ regret into Flipkart’s iPhone BBD campaign

Flipkart has launched a new campaign to introduce the biggest iPhone offers during its flagship annual shopping festival, Big Billion Days (BBD). Conceptualised by McCann India, the mockumentary-style film follows actor Piyush Mishra’s biggest regret and turns it into a warning to not miss out on the iPhone deals at BBD.

Built on the insight that big opportunities don’t come around often, and the regret of missing them can stay with you for years, the campaign revolves around that regret. It shows what happens when you say no to a massive opportunity, and ties that feeling directly to missing the biggest iPhone opportunity of the year: getting it on Flipkart’s Big Billion Days Sale, at a price you won’t find again.

The film sees Piyush Mishra talking about the one decision he still regrets: saying no to ‘Maine Pyar Kiya.’ Dressed and styled in the world of the film, and surrounded by its familiar music and visual cues, he sees himself as the film’s hero in every scene, still stuck on the film he refused and unable to let go of what could have been. Through his regret, the film makes the pain of missing out feel real, funny and relatable, before bringing the idea back to another opportunity that shouldn’t be missed – iPhones at Big Billion Days prices.

Rahul Mathew, Chief Creative Officer, McCann India, said: “Brands are at their best when they play in culture. And with Flipkart, that’s what we try to do always. So when we wanted to announce that the prices that you’ll get for iPhone at BBD are the best they will be, we tapped into a little known trivia from culture. And then just had a lot of fun writing and bringing it to life.”

The campaign is currently live and will run through the Big Billion Days sale period, starting October 9, 2026. It has been amplified across digital channels and social media platforms.

Credits
Creative: Rahul Mathew, Iraj Fraz, Sourabh Dubey, Siddhesh Khatavkar, Ritviz Kumar, Ankit Pathak, Maruthi S, Prasindha Murugadoss
Business: Dheeraj Sinha, Hari Krishnan, Monideepa Nandi, Shweta Goyal, Sankalp Grover
Films: Jay Gaikwad
Production House: Sun City Films
Director: Rahul Bharti
Producer: Zuleikha Gupta