Flipkart ad labels its double sale as Sa Sa Le Le
giant
Flipkart
has launched a summer sale campaign. Dubbed "SASA LELE," the double sale campaign promises twice the excitement and twice the discounts.
The campaign hinges on a jingle that repeatedly chants "SaSa LeLe" instead of explicitly mentioning a sale. The jingle is accompanied by visuals that showcase Flipkart's diverse product catalogue – from refrigerators to kurtas – in a repetitive and absurd manner.
A promotional link released by Flipkart warns viewers, "Be warned warned, you can't see this just once once."
Pratik Shetty, CMO at Flipkart, said, "We briefed the team to be bold, creative, and unexpected. And SASA LELE hits that sweet spot. It's so strange, it's smart. The audience will watch it once, then twice. Maybe thrice. SASA LELE is beyond possibilities – it's not just a sale, it's a DOUBLE SALE.'
Rohan Mehta, CEO of
FCB Kinnect
, added, "In today's attention economy, the weird wins. And with this campaign, we doubled down on the weird. SASA LELE is a dream come true for our mad-hatters. It's creative, it's memorable, and most importantly, it's unmistakably Flipkart."
Neville Shah, CCO at FCB Kinnect, said, 'A sale is about selling. And with a sale almost on all the time, we needed to announce the size of this. We looked at pop culture. Then owned it. A meme made GRAND? Opera. What are the things on sale? THE CATALOGUE. How do we have fun? Like this. We love it.'
Whether it's the nonsensical jingle, the repetitive visuals, or the sheer audacity of the concept, one thing is clear: Flipkart is betting big on the power of the unusual to capture consumer attention and drive sales.
Watch the film here:
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