Flipkart reimagines appliance exchange with 22feet India’s ‘Home for Old Age Appliances’

22feet, part of Omnicom Advertising India, has teamed up with Flipkart on the brand’s latest Big Billion Days (BBD) Sale film. The film gives the home appliances category a fresh and playful perspective, imagining a retirement home where appliances that have spent years serving households can finally take a break.

The home appliances category is largely driven by communication around features, upgrades, offers and new launches. HOAA takes a unique and humorous approach, giving these everyday products a personality and placing them in a world built around their quirks, routines and needs. The campaign is part of Flipkart’s creative efforts for Big Billion Days, using the annual sale event as an opportunity to reimagine the way consumers think about exchanging their old appliances.

The communication is rooted in a simple insight: Indians keep repairing and patching up their appliances long after they’ve stopped working properly, rather than exchanging them. Building on this familiar behaviour, Flipkart poses a pertinent question : if these appliances have spent years taking care of our homes, what would a home made just for them look like? The answer is HOAA, a fictional space that gives these long-serving household companions a place to call their own. Through this idea, Flipkart positions its Big Billion Days exchange offer not merely as a transaction, but as a thoughtful handover that allows old appliances to retire with care while making way for new ones. During Big Billion Days, consumers can also avail of an exchange bonus over and above the exchange value, making the switch to a new appliance even more rewarding.

Vishnu Srivatsav, Chief Creative Experience Officer, 22feet, said: “At some point we realised that people also connect emotionally to their appliances. That’s one of the reasons that people are always a little hesitant to upgrade. We wanted to speak to this behaviour, but with a typical Flipkart take. So we asked ourselves what if your beloved appliance wants being discarded and instead it went to a happy place instead. And the Home for Old Age Appliances was born. Then came the exaggeration and the jokes pretty much wrote themselves.”

The campaign extended beyond the screen with an on-ground experiential activation at North Studio, Mumbai, on October 3 & 4th, 2026. Bringing the fictional ‘Home for Old Age Appliances’ to life, the experience invited visitors to step into a retirement home designed around the quirks and needs of old appliances. From a recreation area to a themed bar and a wellness space, each set-up added a playful touch to the idea. The details brought the concept to life, with old appliances that make strange noises getting a karaoke zone to let loose, laptops finding a yoga zone to stay flexible even after retirement, and mixers getting a space where no one asks them to lower their voice. The experience concluded with a photo opportunity, allowing visitors to take home a keepsake from their visit. Through this immersive activation, Flipkart brought the campaign’s central idea to life, turning the familiar act of exchanging old appliances into an experience that celebrates their years of service.

Credits
Creative: Vishnu Srivastav, Ishan Mehta, Akshay Pathak, Srushti Sawant, Shubhangi Saxena, Mohammed Nadir, Kavya Gupta, Jamuna Poovaiah, Sourabh Janawade
Business: Shikha Davessar, Zubin Sheriff, Nancy Murjani, Varsha S Varna
Production House (If applicable): Potli Baba Mediahouse, Beliappa M
Director (If applicable): Anant Sharma
Experiential Activation: Experimental Much, Neharika Sadotra