MUMBAI: From bro-caves to glow-caves, bachelors are getting a festive glow-up. Flipkart is taking the guesswork out of home upgrades with its cheeky new ‘Bachelor upgrade yojana,’ launched ahead of its mega big billion days sale starting 23 September.
Conceptualised by 22feet Tribal Worldwide, the campaign taps into AI to help bachelors, notorious for putting off home improvement, spruce up their spaces without lifting more than a finger. All it takes is a quick picture on Whatsapp: the AI-powered bot scans the room and serves up stylish, functional product recommendations, each linked directly to special big billion days offers.
The idea is rooted in a simple truth: bachelors don’t skip upgrades because they don’t care, but because it feels like too much effort. This bot does the heavy lifting, from curtains to cookware, making a bachelor pad look Diwali-ready in a few clicks.
The campaign’s film plays up the humour of bachelor life, poking fun at mismatched furniture and makeshift décor while showing how Flipkart swoops in to save the day.
Flipkart, VP and head of growth & marketing, Pratik Shetty said: “With ‘Yahan kuch bhi ho sakta hai’ as our key theme for this year’s big billion days, we wanted ideas that spark unexpected wonder. The bachelor upgrade yojana does exactly that, turning one of the most change-averse groups into eager home improvers with irresistible deals.”
22feet Tribal Worldwide, national creative director, Vishnu Srivatsav added: “Big billion days is for everyone, but bachelors probably need it most. With a little AI magic, we spoke to them directly, drawing from hostel and PG stories that everyone can relate to.”
By mixing AI smarts with festive deals, Flipkart has turned a seasonal sale into a cultural talking point and made bachelor pads the unlikely stars of the big billion days buzz.