Mumbai | March 17, 2026: Flipkart has launched a new campaign around the harvest festival of Ugadi, celebrated across Andhra Pradesh, Telangana and Karnataka. Tapping into the familiar debate around its pronunciation, Ugadi or Yugadi, the campaign brings a light-hearted twist to the festivities while adding to the joy of celebration and shopping.
Conceptualized by 22feet, the campaign is built on a simple insight that while the pronunciation of the harvest festival may differ across states, the spirit of togetherness, festive indulgence, and shopping remains the same. The campaign film captures this through a humorous exchange between Telugu and Kannada speakers on the ‘correct’ pronunciation to unlock deals on the Flipkart app. The film then reveals a delightful twist that celebrates and rewards both.
At the heart of the campaign is a dedicated microsite, where users can enter their festive wishes and unlock exclusive deals on Flipkart shopping. The playful activation turns the friendly Ugadi vs Yugadi debate into an interactive festive experience, driving meaningful engagement and brand love.
The campaign is being amplified across Meta platforms along with integrations on the Flipkart app and website, inviting users to join the debate, share their festive wishes and unlock special offers along the way.
Speaking on the campaign, Vishnu Srivatsav, Chief Creative Excellence Officer, 22feet said, “Small details make for big cultural differences. So, when we decided to celebrate Ugadi for Karnataka as well as AP and Telengana, we felt that the pronunciation nuance was a great starting point. And we added healthy doses of exaggeration and absurdity. And ended up with a take that’s both celebratory and differentiated.”
