Flipkart Minutes' latest campaign balances unmatchable value and convenience

Time of India

5 days ago

HighlightsFlipkart, India's homegrown e-commerce marketplace, has launched a new television campaign for Flipkart Minutes, featuring fresh vegetables starting at just INR 9. The campaign, inspired by the Bollywood movie 3 Idiots, addresses common household concerns like rising grocery bills and emphasizes value, quality, and convenience. The ad film will be available across key television channels and digital platforms in multiple languages, including Kannada, Hindi, Bengali, and Gujarati, to reach a diverse audience.
Flipkart, India's homegrown
e-commerce
marketplace, has launched a new television campaign for
Flipkart Minutes
across TV and digital platforms.
The campaign spotlights quality
fresh vegetables
starting at just INR 9, brought to life through a playful film inspired by the Bollywood movie, 3 Idiots.
Tapping into everyday household concerns like rising grocery bills and time crunches, the film captures how Flipkart Minutes makes it easier than ever to get quality fresh vegetables delivered fast, starting at just INR 9, bringing unmatchable
value and convenience
.
Conceptualised by
Leo Burnett
, the ad draws inspiration from the timeless classic movie 3 Idiots, reimagining Raju Rastogi's family in a quintessential Indian household, where Raju's mother angrily stirs vegetables on the stove, expressing concern over inflation and lamenting the rising costs of everyday vegetables.
'Bhindi 100 rupaye kilo ho gayi!' and 'Aur pyaaz ka toh puchho hi mat!' Just then, a gust of wind blows a Flipkart Minutes flyer onto the door, announcing farm-fresh vegetables at just INR 9. Raju`s father looks towards the flyer, attempting to communicate the number 9 sign using his fingers. It eventually lands on her face mid-rant, cutting her off.
As she reads the flyer, disbelief gives way to elation. She quickly places an order on the Flipkart Minutes app and receives a doorstep delivery of fresh vegetables in minutes. The film concludes with the home filled with joy (and fresh vegetables), as the couple shares a lighthearted moment, sniffing mangoes and onions. The voiceover signs off with a cheerful promise: 'Veggies at INR 9 delivered in 10 minutes!'
Kabeer Biswas, vice president, Flipkart Minutes, commented on the campaign, 'This campaign brings to life the most essential needs of our customers - value, quality and convenience at
affordable prices
. Through a familiar story and relatable moments, we aim to connect with our customers in a way that's both meaningful and reassuring.'
Built on a simple premise, the campaign delivers a clear message that everyday essentials can be made available in minutes without compromising on quality. With quality fresh vegetables at INR 9 and delivery in minutes, the campaign strikes the right chord of Indian consumers who desire value, convenience and speed to fulfill their need for daily essentials.
The ad film will roll out across key television channels and digital platforms starting on 28 May, targeting urban and metro audiences. Besides English, the ad film will also be available in other languages, including Kannada, Hindi, Bengali, and Gujarati, to ensure broad reach and resonance among customers across geographies.
Watch the video here: