Flipkart has launched a new campaign titled ‘Too Hot to Handle, Uncle’ ahead of its SASA LELE half yearly summer sale beginning May 9, 2026. The campaign focuses on summer shopping categories including cooling appliances and household essentials as temperatures continue to rise across several parts of India.
Conceptualised by 22feet Tribal Worldwide, the campaign film uses humour and everyday family situations to depict how Indian households deal with extreme summer heat. The advertisement centres around an uncle character whose attempts to stay cool create awkward and relatable moments at home.
The campaign promotes products such as air conditioners, coolers, fans and other summer related appliances available during the SASA LELE sale event. Flipkart is positioning the sale around seasonal shopping demand as consumers increasingly look for home comfort and cooling solutions during the summer period. According to the company, the campaign uses culturally familiar humour and family dynamics to connect with audiences during the peak summer shopping season.
Pratik Shetty, Vice President, Growth and Marketing, Flipkart, shared, “We have used Indian uncles as a premise to talk about summer heat and linking it to the current sale period. We found it insightful and entertaining that the summer heat comes with its own fashion choices.”
Speaking on the campaign, Vishnu Srivastav, Chief Creative Experience Officer, 22feet said, “The classic summer uncle phenomenon returns every summer and is endured by the rest of the country. We all know the obvious enemy, which is heat. But when we looked beyond that, we found another enemy, which is the sheer embarrassment that family members go through. And the rest is some Vijay Raaz magic.”
