Flipkart, Leo India turn cricket umpire signals into real-time shopping triggers

Mumbai, India – E-commerce platform Flipkart has launched a new campaign in partnership with Leo India that links cricket umpire signals to real-time shopping offers during matches.

The campaign features former international umpire Billy Bowden, whose distinctive on-field gestures are used as prompts for viewers to access deals on the platform. Each signal, such as those for a six or a wide, corresponds to specific product categories and offers.

The campaign was introduced alongside a promotional film in which Bowden appears as a coach training aspiring umpires. The film presents his signature gestures in a humorous setting, linking each one to different products available on the platform.

As part of the initiative, viewers are encouraged to capture an umpire’s signal during a live match and submit it via Flipkart’s WhatsApp bot. Users who correctly identify the associated product category receive a corresponding deal.

“Cricket in India today is a second-screen experience, with fans constantly engaging in real time. Our insight was to make that attention actionable. This campaign explores new-age commerce by blending cricket, culture, and technology, turning Billy Bowden’s iconic signals into real-time shopping triggers that link live moments with instant intent,” said Pratik Shetty, Vice President, Growth and Marketing, Flipkart.

Sachin Kamble, Chief Creative Officer at Leo South Asia, also added, “We wanted to take something every cricket fan instinctively recognises – the umpire’s signal and turn it into an interactive trigger for our audience. By gamifying these iconic gestures, the idea transforms passive viewing into active participation. Suddenly, every moment in the match becomes an opportunity not just to watch, but to engage and unlock value.”