MUMBAI: When Flipkart says its Big Bang Diwali sale is explosive, it means it, quite literally. In a bold, cinematic twist on festive advertising, the e-commerce giant has teamed up with FCB Kinnect to light up screens (and emotions) with its most boisterous campaign yet.
This year’s Diwali campaign ditches the done-to-death tropes of smiling families and twinkling diyas. Instead, Flipkart goes full fireworks, dramatising the idea of “out with the old, in with the new” in spectacular slow motion.
In the film, India’s most stubborn possessions, cracked-screen phones, creaky chairs, faded shirts, get their grand goodbye. They’re paraded into a warehouse and set off like festive rockets, each blast synced to the nostalgic tune of “Intehaan ho gayi intezaar ki.” The result? A visual symphony of emotion, chaos, and cathartic release.
“We made a different kind of Diwali ad for a different kind of Diwali sale,” said Flipkart VP – marketing & growth Pratik Shetty. “It’s about letting go of the old and resetting into something better with a bang.”
The campaign captures that bittersweet tug-of-war between attachment and renewal: a truth that hits home for every Indian household this season. With deals that are as explosive as the visuals, Flipkart’s Big Bang Diwali sale urges shoppers to finally upgrade everything they’ve been holding onto.
FCB Kinnect CEO Rohan Mehta summed it up neatly, “It’s not just about selling products, it’s about selling the feeling of upgrading your life. That’s what Diwali is truly about.”
FCB Kinnect CCO Neville Shah added, “We wanted to make a Diwali blockbuster: equal parts emotion, drama, and nostalgia. Watching old things go out in a blaze of glory felt like a love letter to everything we’ve outgrown.”
From cracked screens to shiny new dreams, Flipkart’s latest festive saga is a bang-on reminder that sometimes, letting go really is worth celebrating.