Description
Flipkart launched SASALELE to signal 2X rewards, but shoppers initially dismissed it as "just another sale," risking zero interest. To build hype for the new launch, Flipkart did the most sensible thing ever. We declared that SASALELE was #NotSale. Call it a sale, and you could be land in trouble for defamation! The campaign began with a dramatic print ad styled as a legally binding warning to all citizens. This was supported by entertaining films issuing "legal" threats of bizarre punishments, like aggressive hugs from sweaty wrestlers. Collaborating with 20+ diverse influencers, we let the internet do what it does best. People began tagging friends, calling out cousins, and exposing group chats to catch mispronouncers. Flipkart fuelled the fire by sending formal notices to offenders and physical "Shabaashi" certificates to informants. This quirky movement achieved 75M+ impressions, a 1.5X increase in new users, and a 3X surge in app visits, ensuring SASALELE was on everyone'
