India – With Valentine’s Day approaching, BigBasket teams up with Talented to deliver a witty reality check on modern dating and its red flags.
BigBasket’s Valentine’s Day campaign flips the script on modern dating, turning red flag frustrations into fast, green-flag deliveries. With a brutally honest take on romance, the campaign delivers a simple yet powerful message: timing is everything.
Conceptualised by Talented and executed by Potli Baba Mediahouse, the campaign features a series of films highlighting common dating frustrations, from ghosting and unmet expectations to catfishing and empty promises. Using humour and relatable scenarios, the campaign draws a parallel between modern dating struggles and the value of reliability and timing.
Speaking on the campaign, directors Mandakini and Bopanna said, “The goal was simple: make people laugh while delivering a message that resonates. “The scripts gave us a wide canvas to play with. The red flag-green flag construct has a neat two-punch approach to it that we chose to elevate both in terms of visuals and humour. We wanted to treat the films like everyday tableaus of relationship issues. Hence the unobtrusive production design, framing and staccato rhythm.”
Raagaleena Sripada, marketing head for retail at BigBasket, shared, “Love shouldn’t be a waiting game. At BigBasket, we know that timing is everything—whether it’s a last-minute Valentine’s gift, a grocery run, or a comforting treat after a tough day. No one likes to wait, and they shouldn’t have to! This campaign reflects our commitment to speed and relevance, especially for a younger audience that expects both.”
Meanwhile, Aarushi Periwal, founding member and creative at Talented, said, “It’s really that simple – if they wanted to, they would. Our campaign taps into the frustration of waiting, and that’s where BigBasket comes in – showing up when it counts. We’re a generation that craves instant gratification; good thing BigBasket is into that too. With this campaign, we took the painfully real moments we all unfortunately relate to and turned them into something that shows the brand’s true colours – the greenest flag, indeed. “
“BigBasket has been a trusted grocery partner for decades, but now, the challenge was to position them as a 10-minute delivery app. Rather than just talking about speed, we found a deeper, more relatable insight—no one likes waiting. In a world full of breadcrumbing, BigBasket only bread-delivers,” Krisha Kakad, brand strategy at Talented, added.
