Flipkart, India’s homegrown e-commerce giant, has unveiled a new television and digital campaign for Flipkart Minutes, promoting the quick delivery of fresh vegetables starting at just ₹9. Conceptualized by Leo Burnett, the campaign blends affordability, convenience, and a dash of nostalgia, drawing inspiration from the iconic Bollywood film 3 Idiots.
The ad cleverly reimagines the family of Raju Rastogi, a beloved character from 3 Idiots. In a relatable Indian household scene, Raju’s mother angrily stirs a pot of vegetables, complaining about inflation—“Bhindi 100 rupaye kilo ho gayi!” and “Aur pyaaz ka toh puchho hi mat!” Just then, a gust of wind brings a Flipkart Minutes flyer to their door, advertising farm-fresh vegetables at just ₹9.
The father, in an amusing nod to the film, tries to signal the number “9” with his fingers. The flyer lands on the mother’s face mid-rant, and as she reads it, her anger quickly turns into joy. She orders veggies using the Flipkart Minutes app and receives a doorstep delivery within minutes. The spot ends on a cheerful note, with the family enjoying the fresh produce and the voiceover declaring: “Veggies at ₹9/- delivered in 10 minutes!”
Kabeer Biswas, Vice President at Flipkart Minutes, shared:
“This campaign reflects our commitment to delivering value, quality, and convenience. With robust supply chains and partnerships with Farmer Producer Organisations, Flipkart Minutes reimagines how India shops for daily essentials.”
For more, visit flipkart.com/minutes.
