Flipkart has launched a campaign around the harvest festival of Ugadi, using the long-standing ‘Ugadi vs Yugadi’ pronunciation debate as the central creative idea.
The campaign has been conceptualised by 22feet and has built on the insight that while the festival is pronounced differently across Andhra Pradesh, Telangana, and Karnataka, the cultural sentiment of celebration and shopping remains consistent.
The campaign film has depicted a humorous exchange between Telugu and Kannada speakers debating the correct pronunciation to unlock deals on the Flipkart app, before revealing that both versions are accepted and rewarded.
Flipkart has extended the campaign into an interactive experience through a dedicated microsite, where users have been able to enter festive wishes and unlock exclusive deals. This activation has been designed to convert a cultural nuance into a participation-led engagement mechanic.
The campaign has been amplified across Meta platforms, alongside integrations within the Flipkart app and website, encouraging users to engage with the debate and access festive offers.
“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.”- Vishnu Srivatsav, Chief Creative Excellence Officer, 22feet
