Flipkart has rolled out a campaign, ‘Diwali Ki Dhoom Dham in 10 minutes!’, for Flipkart Minutes.

The campaign comprises a film. The ad opens on a peaceful lake at dusk, where two neighbouring houseboats are anchored. As one couple begins decorating their boat with fairy lights, they notice the other houseboat already glowing brightly. A playful competition sparks as both sides race to outshine each other, adding more and more lights in a friendly one-upmanship. Eventually, one couple runs out of lights and looks defeated, until they quickly place an order on Flipkart Minutes. Within 10 minutes, their delivery arrives, and they go all out with the decoration, stunning everyone around.

What we think about it: A strong visual storytelling and a relatable festive energy, the ad highlights the brand's core message of delivery in just 10 minutes. However, with every brand competing for emotional and visual real estate during the season, this ad, though well-made, risks blending into the crowd.

The film released on 12 October.