India – Flipkart has announced a new advertising campaign ahead of its flagship Big Billion Days sale, featuring one of India’s most recognised academic figures — Dr R.D. Sharma. This marked the mathematician’s first appearance in a commercial campaign to launch on September 23.
The promotional film, conceptualised by creative agency Talented and directed by Anant Sharma, positions Dr Sharma in an unconventional role, inviting shoppers to submit humorous or unusual mathematics problems. These problems are then reimagined as special offers available during the sale.
Dr Sharma, a long-time mathematics educator and author of widely used school textbooks, shared his thoughts on the experience, “I have spent most of my life inside classrooms, so stepping onto a film set was a completely new experience for me. The team made me feel comfortable from the very beginning. It was heartening to see how mathematics, which has been my passion, could be reimagined in such a fun way.”
Pratik Shetty, vice president of growth and marketing at Flipkart, commented on the decision to feature Sharma in the campaign, “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.”
Pratik added that a campaign like this, that disrupts ideas, drives real impact beyond just creative flourishes.
Creative leads from Talented, Vaibhav Pachisia and Abhishek Kumar, reflected on the campaign’s personal significance, “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 R.D. 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.”
They added, “This campaign was a full-circle moment – from dreading math to celebrating it in a campaign with Mr Math himself.”Moreover, producer Bushra Shariff added, “Producing with Talented is always fun. Even on a tight timeline, we managed to whip up a jingle like a perfect piece of π. With Anant Sharma directing — truly one of the best collaborators out there — and Dr R.D. Sharma himself as the star, it felt unreal. The 10th-standard version of me was fangirling the entire time.”
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