Flipkart has launched a new campaign for its Freedom Sale that plays on the phrase ‘British Raj’, using the historical reference as a setup for a social media activation.
Created with 22feet, part of Omnicom Advertising India, the campaign targets people named Raj who live in the UK. Flipkart leaves Freedom Sale discount codes in the comments of their Instagram posts, turning the phrase British Raj into a literal reference to British residents named Raj.
The campaign film builds on the wordplay with references to the British Raj before revealing the twist. The idea connects the Independence Day theme with Flipkart’s focus on discounts during the Freedom Sale.
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The campaign is running across digital platforms, social media and outdoor advertising. QR codes featured in the campaign direct audiences to the film and the discount code activation.
