Flipkart has launched a campaign centered around the harvest festival celebrated across Andhra Pradesh, Telangana, and Karnataka. Conceptualised by 22feet, the initiative taps into the long-standing debate over the festival’s pronunciation Ugadi vs Yugadi.
The campaign features a film capturing a humorous exchange between Telugu and Kannada speakers, debating the correct pronunciation to unlock deals on the Flipkart app. The film includes a twist that rewards both sides of the debate, celebrating regional diversity.
The company states that the campaign is built on the insight that while names may differ across states, the spirit of togetherness and festive shopping remains the same. The campaign is a dedicated microsite where users can enter festive wishes to unlock exclusive shopping offers.
The campaign is currently being amplified across Meta platforms, as well as through integrations on the Flipkart app and website. By inviting users to join the debate and share their wishes, Flipkart aims to add a layer of joy to the traditional celebration.
The brand concludes that the initiative reinforces its connection with regional audiences during major cultural milestones. By focusing on shared traditions rather than linguistic differences, the campaign positions Flipkart as a central part of the festive indulgence for consumers across the southern states.
Link to the Campaign:
Vishnu Srivatsav, Chief Creative Excellence Officer (CEO), 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.”
