Flipkart ‘Kidults’ is back with an ad for its grocery vertical


The ad is a pun on the term “dhoka khaa rahe ho” where the groceries of a family eat into their monthly budget and savings.

A family’s grocery budget is personified as another ‘kidult’ in Flipkart‘s new commercial, one who practically eats into their savings. We see the grocery practically cracking open the couple’s savings over the course of the commercial (in the form of a piggy bank).

The behavior is a pun on the term ‘breaking the bank’ which reflects on a very real dilemma that most couples face, eating up a large portion of their income for food and living expenses. This is the first time we’ve seen ‘kidults’ ads for the vertical grocery Flipkart service.

As a homegrown player, Flipkart is committed to driving grocery innovation and has worked to massively expand its operations across the country. Customer-centricity is at the heart of everything we do, and we want to guarantee that a wide variety of options and high-quality deals are offered to our consumers without cutting into their savings. Our pan-India campaign takes this knowledge to consumers as they begin to look at e-commerce to satisfy their critical requirements for household demand.

Nandita Sinha, Customer and Marketing Vice President, opined Flipkart has always been at the forefront of introducing creative campaigns to consumers, giving them a chance to assess and make an educated decision.

Via its satellite-expansion model, Flipkart now serves groceries to consumers in metro hubs and cities such as Mysore, Warangal, Alwar, Aligarh, and Agra; with a strong expansion pipeline. The first Grocery Fulfillment Center in Lucknow, Uttar Pradesh, was recently opened by Flipkart to boost its ability to supply a wide variety of grocery items to customers throughout Lucknow, Kanpur, and Allahabad. Flipkart Grocery’s new campaign is available through television, digital media outlets, and the Flipkart app.

‘Kidults’ have been seen in advertisements for Flipkart’s vertical fashion in the past. Along with Bollywood celebrities Ranbir Kapoor and Alia Bhatt, they have been featuring in advertising. In most commercials, the celebrity endorsers emphasize the discounts that consumers will find on the Flipkart app when shopping.

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