Flipkart, India’s leading e-commerce platform, has launched an entertaining and nostalgic new campaign for Flipkart Minutes, promoting its fresh vegetable offering starting at just ₹9. Conceptualised by Leo Burnett, the campaign combines affordability, convenience, and a Bollywood classic to strike a chord with Indian households.
Flipkart Minutes: A Dash of Bollywood for a Relatable Storyline
The ad draws inspiration from the cult classic 3 Idiots, bringing to life a humorous reimagination of Raju Rastogi’s household. As his mother vents about the skyrocketing price of bhindi and onions, a Flipkart Minutes flyer arrives — quite literally flying into the frame — with the promise of farm-fresh vegetables starting at ₹9.
The scene takes a hilarious turn when Raju’s father tries to communicate the number “9” using his fingers, only to be misunderstood in classic comedic fashion. The flyer lands on the mother’s face mid-rant, shifting the mood instantly from despair to delight as she places a quick order.
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10-Minute Delivery & ₹9 Veggies: A Value Proposition That Sticks
What follows is a visual treat of quick delivery, fresh produce, and a joyful family moment, complete with sniffing mangoes and onions to test their freshness. The film wraps up with the cheerful voiceover:
“Veggies at Rs 9/- delivered in 10 minutes!”
The Thought Behind the Campaign
Kabeer Biswas, Vice President at Flipkart Minutes, emphasized that the campaign isn’t just about humour.
“With Flipkart Minutes, we are making daily essentials convenient… This campaign brings to life the most essential needs of our customers – Value, Quality and Convenience at affordable prices.”
He highlighted Flipkart’s tech-enabled supply chain and its collaboration with Farmer Producer Organisations (FPOs) as the backbone of the initiative, enabling a farm-to-consumer experience that’s seamless and swift.
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Conclusion: A Winning Recipe of Emotion, Value & Speed
In today’s fast-paced world where rising prices and lack of time stress out families, Flipkart Minutes offers a solution that’s both economical and efficient. By blending Bollywood nostalgia with real-world issues, the brand has crafted a campaign that’s funny, familiar, and fiercely relevant — all while delivering veggies at a price that brings smiles to the dinner table.
