Flipkart celebrates Ugadi with ‘Ugadi vs Yugadi’ campaign by 22feet India
Flipkart has launched a new campaign around the harvest festival of Ugadi, celebrated across Andhra Pradesh, Telangana and Karnataka. Tapping into the familiar debate around its pronunciation, Ugadi or Yugadi, the campaign brings a light-hearted twist to the festivities while adding to the joy of celebration and shopping.
Created by 22feet, the campaign is built on a simple insight that while the pronunciation of the harvest festival may differ across states, the spirit of togetherness, festive indulgence, and shopping remains the same. The campaign film captures this through a humorous exchange between Telugu and Kannada speakers on the ‘correct’ pronunciation to unlock deals on the Flipkart app. The film then reveals a delightful twist that celebrates and rewards both.
At the heart of the campaign is a dedicated microsite, where users can enter their festive wishes and unlock exclusive deals on Flipkart shopping. The playful activation turns the friendly Ugadivs Yugadi debate into an interactive festive experience, driving meaningful engagement and brand love.
The campaign is being amplified across Meta platforms along with integrations on the Flipkart app and website, inviting users to join the debate, share their festive wishes and unlock special offers along the way.
Vishnu Srivatsav, Chief Creative Excellence Officer, 22feet, said: “Small details make for big cultural differences. So, when we decided to celebrate Ugadi for Karnataka as well as AP and Telengana, we felt that the pronunciation nuance was a great starting point. And we added healthy doses of exaggeration and absurdity. And ended up with a take that’s both celebratory and differentiated.”
Credits
Creative: Vishnu Srivatsav, Shyam Nair, Jamuna Poovaiah, Pavithra Nair, Rajat Bhandari, Pranav Vijayan, Ishita Uniyal, Kiran Kumar, Akash Davda
Tech: Deelip Vemula, Manoj Jagannath, Avik Goyal, S Karthik, Jagadeesh Tholeti, Krishna Meesala, Hemanth K N, Sudhir Kachare, Sujith Aravind
Business: Shikha Davessar, Yash Dabi, Zubin Sheriff, Nancy Murjani, Akanksha Malhotra
Strategy: Aryan Krishnan
Production House: Mothership Productions
Director: Karan Shetty
