National | 11th August 2026: To create buzz around its Freedom Sale, Flipkart has unveiled a campaign that puts a humorous spin on one of the most familiar phrases associated with India’s Independence Day, “British Raj”. Created in partnership with 22feet, part of Omnicom Advertising India, the campaign transforms “British Raj” into an unexpected, conversation-starting activation designed to build excitement around the sale.
Every year, around Independence Day, shoppers across the country search for the best value for their purchases. To stand out during one of India’s busiest shopping seasons, Flipkart’s campaign rests on a simple wordplay: instead of the historical ‘British Raj,’ it targets people named Raj living in the UK. In a cheeky nod to the sale’s spirit, Flipkart ‘loots’ them by dropping Freedom Sale discount codes in the comments of their Instagram posts.
Bringing the idea to life is a humorous film that begins with witty one-liners and visual gags revisiting the historical British Raj, before revealing the twist: It is a British Raj, not the British Raj.
The integrated campaign is live across digital, social media, and OOH, with QR codes directing audiences to the film and encouraging them to join the hunt for discount codes as the Freedom Sale begins.
Credits:
Creative: Vishnu Shrivastav, Shyam Nair, Alistair Pinto, Pavithra Nair, Jamuna Pooviah, Rajat Bhandari, Anusha Kasi
Business: Shikha Davessar, Anvita Arora, Zubin Sheriff, Bhakti Sadhwani, Nancy Murjani
Strategy: Sanchari Chakrabarty, Rachita Goel, Aryan Krishnan
Production House: Potlibaba
Director: Anant Sharma
