Flipkart has unveiled its latest summer sale campaign, ‘SASA LELE’, in collaboration with creative agency FCB Kinnect. Embracing humor, pop culture, and a touch of the absurd, the campaign is built around a quirky jingle and meme-inspired visuals designed to grab attention and stick in viewers’ minds.
Rather than traditional discount-based messaging, the campaign uses the phrase “SASA LELE” as a playful and memorable branding hook. The ad showcases a wide array of products — from home appliances to fashion — presented in a rhythmic, musical sequence. The visuals mimic an over-the-top operatic performance, adding to the campaign’s comedic appeal.
Early access to the Flipkart Summer Sale begins on May 1 for Flipkart Plus members, with the full sale launching on May 2. The campaign is primarily digital-first, targeting India’s online-savvy audience and aiming to stand out in a crowded promotional landscape.
Pratik Shetty, CMO of Flipkart, said, “We wanted to go bold and unexpected. SASA LELE is so strange, it’s smart. It’s not just a sale, it’s a double sale – something that demands attention and repetition.”
Rohan Mehta, CEO of FCB Kinnect, noted, “In today’s attention economy, weird wins. This campaign is memorable, shareable, and unmistakably Flipkart.”
Neville Shah, CCO of FCB Kinnect, added, “We took a meme, made it grand like opera, and turned a product catalogue into pure entertainment.”
With SASA LELE, Flipkart continues to reimagine digital advertising through humor, culture, and bold storytelling.
