Sometimes, the best marketing comes from the most unexpected places, like your competitors. DDB Mudra Group noticed that Flipkart Minutes had found itself in this delightfully ironic situation. Of course, it had to use the opportunity. And the agency did so with an added, very clever, twist. Please read on…  

Some of India’s leading quick commerce giants have been working hard to promote their offerings and minutes delivery service model with a very specific message, “Get groceries in minutes,” “Get pet supplies in minutes.” That’s where the campaign seed for Flipkart was hiding.

If you think about it, it almost sounds like they’re telling people to get these items in Minutes, Flipkart’s new quick commerce app. Hilarious coincidence, right? 

Flipkart Minutes took this funny coincidence and ran with it in their latest Thank you film, starring Vishwanathan Anand, the chess legend known for his next-level strategic skills. In the commercial, Anand, the smartest guy in the room, tries to wrap his head around this revelation. Even a grandmaster needs a second to process that every time competitors say, “in minutes,” they’re giving a cheeky nod to Flipkart Minutes. Watching him go from confused to “aag laga di” is the real treat here, and the secret of the film’s magnetism. It’s a hilarious twist on the language everyone has been using without realising just how handy it’s been for the latest entrant in the Q-Comm game. 

The result is a tongue-in-cheek thank you to Flipkart’s competitors, with a touch of warmth and gratitude, that makes people smile and most importantly, remember Minutes.