Not flowers and silly socks again. This Valentine’s Day, 22feet Tribal Worldwide & Flipkart Minutes are sending Valentine’s Day romance into a tailspin. They’re helping people get a better Valentine’s Day gift – by starting an argument.
Why? Because when you start an argument, your partner makes up with a better gift.
The campaign launched with a bot, RiftToGift.com, that gives out clever “rift-starters” to shoppers to use on their partners, helping them navigate the sometimes tricky terrain of Valentine’s Day gifting with a dash of humour. Once the “rift” is initiated, an SMS with a gift suggestion is sent to the bot-user’s partner, hinting at the perfect resolution.
The campaign is anchored by a hilarious digital film that juxtaposes the feeling of being tired of bad gifts on Valentine’s Day with the serene wisdom of a spiritual leader, all to deliver a playful message about Valentine’s Day gift expectations. The film highlights Flipkart Minutes’ unique offering – a wide selection of gifts at competitive prices, delivered in just 10 minutes.
Vishnu Srivatsav, national creative head, 22feet Tribal Worldwide, explained, “On the day of love it gives us great pleasure to do a campaign that encourages people to have a quarrel. But sometimes you need to rift for the right gift. It also was a whole lot of fun, subverting a calm spiritual leader and gave them encouragement rifts too. Sure this campaign was about love. But it was more about getting the things we love.”
The Rift to Gift campaign hero film is supported by Instagram stories, search ads and digital banners, all driving users to RiftToGift.com to participate.
Credits:
Agency: 22feet Tribal Worldwide
Business Team: Vanaja Pillai, Shikha Davessar, Zubin Sheriff, Apeksha Pandey, Varda Choudhary, Pratibha Sudarshan
Creative Team: Rahul Mathew, Vishnu Srivatsav, Ishan Mehta, Diya Sarker, Farhat Shaukat, Akshay Pathak, Kavya Gupta, Nupur Datar, Nadir Ahmed, Dhanya Purohit, Shubhangi Khandelwal, Kiran Kumar
UIUX: Viswamoulie Selvaraj, Aparajita Sharma
Production: Reshmi Ghosh, Rahul Mokhasi, Nikhil Gavit, Akash Davda, Yaseen Hafees
Tech: Preetham Venkky, Shivanandan Lakshman, Sharmila Patel, Jagdeesh Tholeti, Jakeer Sasanoor, Karthik Sankar, Sujith Aravind
Finance: Tapas Baral, Ajinkya Kanchavade
Client: Flipkart
Client Team: Pratik Shetty, Arun Jayaraman, Rupa Choudhury
Writing Collaborators: Shamik Chakrabarti, Urooj Ashfaq, Shaad Shafi
Production: Potli Baba, Beliappa M, Amrita Hooda
Director: ALTRAY
