This Diwali, Flipkart in creative partnership with FCB Kinnect is making noise in the most literal way possible. With its all-new festive property, Big Bang Diwali Sale, the brand has taken the timeless truth – “Out with the old, in with the new”, and turned it into a firecracker of a campaign.
In the film, India’s most stubborn possessions finally get their grand send-off. Old phones with cracked screens, threadbare clothes, creaky furniture, and dated electronics are all marched into a warehouse and lit up like festive firecrackers. Each burst, shot in glorious slow motion, is paired with the iconic track “Intehaan ho gayi intezaar ki”, delivering both nostalgia and sheer spectacle.
With explosive deals across categories, Flipkart nudges consumers to make that long-overdue upgrade, reminding them that Diwali is as much about starting fresh as it is about celebration.
Pratik Shetty, VP – Marketing & Growth at Flipkart, said:
“We made a different kind of Diwali ad for a different kind of Diwali sale. With Big Bang Diwali Sale, we’re amplifying the excitement to let go of the old and reset into something better, dramatizing that emotional tug-of-war with a bang, literally.”
Rohan Mehta, CEO at FCB Kinnect expressed:
“Big Bang Diwali Sale is a fresh festive IP that breaks category clichés. It takes a simple but sticky human insight – our reluctance to let go of old things, and builds an entire brand story around it. By doing so, Flipkart doesn’t just sell products, it sells the feeling of upgrading your life, which is what Diwali is truly about.”
Neville Shah, CCO at FCB Kinnect added:
“We wanted to make a Diwali blockbuster – equal parts emotion, chaos, and drama. Because nothing captures the energy of this sale better than the sight of old things going out in a blaze of glory. It’s a love letter to the things we’ve outgrown, and a reminder that despite the emotion, it’s time to let go. And the song is a nostalgic chef’s kiss adding to the joy.”
Read more: FCB India Appoints Hari Krishnan As Chief Growth Officer
