Flipkart has rolled out the second edition of its flagship summer sale, SASA LELE, with a humour-led campaign from 22feet India that amplifies the idea of “sale par sale”, stacking double offers and summer deals into one high-energy retail moment.
Drawing inspiration from Kodinhi, a village in Kerala known for its unusually high number of twin births, the campaign ‘Kodinhi Code,’ creatively leans into the world of “double,” turning it into an amusing metaphor for double joy and double offers. It further brings this idea to life through an innovative approach, where everything that the Kodinhi residents buy during the sale period becomes available at a double offer for everyone through the ‘Kodinhi Store’.
At the heart of the campaign is a quirky film set in the twin town of Kodinhi. It captures everyday moments where everything comes in pairs, tying it back to Flipkart’s value proposition. The campaign builds on SASA LELE, Flipkart’s biggest non-festive sale events, turning the spotlight on one simple idea that when it comes to value, why stop at one when you can have double?
Pratik Shetty, Vice President, Growth and Marketing, Flipkart, said: “We’ve brought the idea of double sale to life through a quirky and unique take on Kodinhi, India’s twin town in Kerala. This serves as the perfect analogy for our SASA LELE initiative, effectively translating the concept of twins into double deals and double excitement for our customers.”
Vishnu Srivatsav, Chief Creative Experience Officer, 22feet, said: “Sometimes a data point gives you an idea like no other. It was almost like Kodinhi was waiting for a sale like SASA LELE to come along. And then the team went to town on the jokes. We wanted the execution to be authentic to the land while having a wider appeal, hence the jokes had to be more visual. Additionally, our directors, Chalees Chor gave it a rich texture and unexpected hilarity.”
Through SASA LELE 2.0, Flipkart reinforces its position as a go-to destination for high-impact sale moments, delivering a bigger and more value-driven shopping experience.
The campaign is currently live and is further extended through in-app activations, with amplification across META platforms.
Credits
Creative: Vishnu Srivatsav, Ishan Mehta, Akshay Pathak, Kavya Gupta, Nadir Ahmed, Srushti Sawant, Rajat Bhandari, Shishir Marathey, Ashish Gaikwad
Strategy: Aloki Shah, Sneha Bhandarkar
Business: Shikha Davessar, Zubin Sheriff, Nancy Murjani, Bhakti Sadhwani
Director: Chalees Chor – Godwin D’mello, Sanket Wadwalkar
Production House: Suprvlln Films
