Flipkart has rolled out a campaign for its 'Big Billion Days' sale, which kicks off on 23 September.

The campaign features a film featuring RD Sharma, an author and mathematician. Conceptualised by Talented, it opens with students struggling with mathematics problems during an examination, leading one of them to shout out loud, 'who makes such questions?' That is when Sharma appears. He states that the Pi Theorem is questioned by many and labeled 'irrational', and goes on to reveal that the inspiration behind his questions is Flipkart's 'Big Billion Days'. He asks viewers to be inspired by his mathematical problems and leave the most illogical comments. The more twisted the question, the better the offer. 

What we think about it: The use of mathematician RD Sharma was quite a surprise. His RHS and LHS cufflinks, along with the announcement from him about the 'Big Billion Days' sale, caught our attention in particular.

Pratik Shetty, VP growth and marketing, Flipkart, said, "Very few people cut across generations the way Dr. R.D. Sharma does. Parents, children, even grandparents know his name and his books. To bring someone so universally familiar into Flipkart Big Billion Days was a once-in-a-lifetime opportunity for us. Campaigns like this remind us that disruptive ideas are not just creative flourishes — they drive real impact and translate into stronger engagement with the sale."

Vaibhav Pachisia and Abhishek Kumar, creative and brand strategy, Talented, added,“We left math the moment we were allowed to drop it as a subject, but till the time it was in our lives, it was always with Dr RD Sharma’s books. Which is why meeting him in person for this campaign was surreal. The man whose name was stamped on every problem we solved (and many we left unsolved) was sitting across from us, humble, and genuinely curious. This campaign was a full-circle moment - from dreading math to celebrating it in a campaign with Mr. Math himself.”

CREDITS:

Client: Flipkart
Creative agency: Talented
Producer: Bushra Shariff
Director: Anant Sharma