Flipkart has rolled out another campaign leg for its upcoming 'Greatest of all time' sale 'Bhains of Luck'.

Conceptualised by Talented, directed by Anant Sharma and produced by Potli Baba, the campaign turns Don, the albino buffalo who became an internet sensation after narrowly escaping fate, into the face of Flipkart's GOAT Sale. The film introduces Don as the country's newest celebrity, complete with fans, security and swagger. To decide on the sale offers, two Flipkart executives place baskets with different discounts before him, and the basket he chooses becomes the deal of the day. As the film says, "Jahan inka muh jayega, aapka offers wahi se aayega." (Wherever they turn their attention, your offers will come from that very direction).

What we think about it: The film fully embraces its absurd premise and is all the more entertaining for it, turning Don's viral fame into a memorable and distinctly Indian take on sale advertising. Its deadpan narration and sharp comedic timing keep the humour landing effortlessly, making the buffalo-led gimmick feel charming rather than forced.

Udit Joshi, creative and Ria Maheshwari, brand strategy, Talented, said, "It started as a throwaway line in the writing room: 'Bhains of luck.' We couldn't stop laughing. A few minutes later, we were building a campaign around it, and before we knew it, we were on set with an actual buffalo announcing Flipkart's GOAT Sale. Some ideas make perfect sense on paper. Others only make sense once you're standing next to a celebrity buffalo. This was definitely the latter. And honestly, we wouldn't have it any other way. It’s a Moooood."

Anant Sharma, director, added, “Trust Talented to come up with the craziest ideas. The whole shoot felt so surreal and bizarre; we kept snickering at every stage. Those who say directing kids and celebrities is hard should try asking a 500 kg buffalo to nod and eat on command. Glad we pulled it off in style! Can’t wait to see the audience react to this one.” 

The campaign was released on YouTube and Instagram on 29 June.