Flipkart has launched the second edition of its flagship summer sale event, SASA LELE, with a quirky new campaign inspired by Kodinhi, famously known for its unusually high number of twin births.

Conceptualised by 22feet, the campaign cleverly translates Flipkart’s “sale par sale” proposition into a humorous narrative built around the concept of doubles.

Titled ‘Kodinhi Code’, the campaign imagines a world where everything purchased by residents of Kodinhi during the sale period automatically becomes available as a double offer for all shoppers through the specially created Kodinhi Store.

At the heart of the campaign is a playful film set in the Kerala village, showcasing everyday moments where everything appears in pairs. The storytelling uses Kodinhi’s unique cultural identity as a visual metaphor for Flipkart’s promise of double deals and added value.

Speaking on the campaign, Pratik Shetty said Kodinhi served as the perfect analogy to bring the idea of double excitement and double offers to life for consumers.

Meanwhile, Vishnu Srivatsav shared that the insight stemmed from a fascinating real-world data point, which naturally aligned with the sale’s proposition.

He added that the execution focused on maintaining local authenticity while ensuring broad mass appeal through visual humour. The campaign film was directed by Chalees Chor.

Now live across digital channels, the campaign is also being amplified through in-app activations and across Meta platforms.

With SASA LELE 2.0, Flipkart strengthens its positioning as a go-to destination for major shopping events, combining cultural storytelling with value-driven offers to create a memorable summer sale experience.