Flipkart is facing criticism over its Independence Day Freedom Sale advertisement, which used the visual format of newspaper obituary notices to promote expiring sale offers. The advertisement featured photographs and personal details of living individuals inside memorial style boxes.
The advertisement opened with the line ‘WE AREN’T SAD AT ALL’ and featured photographs and personal details inside memorial style boxes before delivering the central message: ‘WHILE THEY CONTINUE TO LIVE, OUR DEALS WILL SOON LEAVE’. The ad ended with the sale deadline, ‘FREEDOM SALE ENDS TONIGHT’.
The print campaign appeared as the Freedom Sale entered its final phase, using the visual language of death notices to create urgency around the offers. It has since drawn criticism online, with users questioning the appropriateness of using obituary conventions to promote a commercial sale.
Flipkart Freedom Sale Ad Draws Criticism Online
The central criticism focused on Flipkart using obituary style imagery for a commercial promotion. Author and columnist Shobhaa De criticised the advertisement on X, calling it ‘The most self serving, disgusting and insensitive ad! How dare you @Flipkart. Shame on you!!’ She added, ‘Hope your sale flops and consumers boycott you!’
The most self-serving, disgusting and insensitive ad ! How dare you @Flipkart . Shame on you !! Hope your “sale ” flops and consumers boycott you!#flipcart #sale #freedom pic.twitter.com/8eJ9Ft1Xkj
— Shobhaa De (@DeShobhaa) August 16, 2026
There has also been discussion online about whether the people shown in the advertisement were real individuals or AI generated representations. However, the wider criticism has centred on the creative decision itself and whether death related visual language is appropriate for communicating the end of a shopping sale.
Is this real!!! Gosh who are these people and which generation thinking the elders are irrelevant!!! What are we becoming?
— PAMELA BANERJEE (@pamstayz) August 16, 2026
I agree with you @DeShobhaa this disturbed me too. It’s making a mockery of the most sensitive and painful event when someone dear to us passes away. Thank you for speaking out. Anyways flipkart is a flop. That’s why they’re dying to get attention pun unintended
— Advocate Anil DSouza (@AnilDesouza) August 17, 2026
Calling it “disgusting” feels a little extreme. It’s an IG trend, with the joke very clearly being that the deals are leaving, not the people.
— Ruby. (@RubyLaser_) August 16, 2026
Flipkart Yet To Respond To Obituary Style Advertisement Backlash
At the time of reporting, Flipkart had not publicly responded to the criticism surrounding the advertisement. It was also not known whether the individuals whose photographs and personal details appeared in the advertisement had given permission for their use.
The controversy comes as Flipkart continues its 2026 Independence Day Sale, which features discounts across categories including smartphones, laptops, fashion, electronics, furniture and home decor.
FAQs
- What is the Flipkart Freedom Sale ad controversy?
Flipkart faced criticism for using obituary style visuals and death notice messaging in an advertisement promoting the end of its Independence Day Freedom Sale.
- Why is the Flipkart Freedom Sale ad facing backlash?
The advertisement used a format commonly associated with mourning and memorial notices to create urgency around expiring sale offers, which some users found insensitive.
- What did the Flipkart Freedom Sale advertisement say?
The ad used the lines WE AREN’T SAD AT ALL and WHILE THEY CONTINUE TO LIVE, OUR DEALS WILL SOON LEAVE, followed by FREEDOM SALE ENDS TONIGHT.
- Who criticised the Flipkart obituary style ad?
Author and columnist Shobhaa De criticised the advertisement on X, calling it self serving, disgusting and insensitive, and said she hoped the sale would flop.
