This year’s campaign centres on a short film titled ‘10 years later’, which tells the story of an online shopping cart left untouched since 2015. The film also highlighted a scenario in which the cart contained nostalgic items such as an iPhone 6, an 8GB pen-drive, and a badminton racket. The items were rediscovered within Flipkart’s headquarters by two employees, Joshi and Deshpande, followed by a comedic and heartfelt mission to find the cart’s original owner, Abhishek Tripathi, and encourage him to finally complete his purchase.

Pratik Shetty, vice president of growth and marketing at Flipkart, said, “Big Billion Days is a cultural moment for India. The idea of reviving an abandoned cart was both nostalgic and fresh, something every shopper relates to, and yet no one has ever seen brought alive this way. It perfectly reflects our belief that during Big Billion Days, truly anything can happen.”

Commenting on the creative concept, Abhishek Kumar, brand strategy from Talented, said, “The brilliance of this idea is in its simplicity. Every Indian has left something behind in their cart; we just asked: what if one of them became a legend? The characters of Joshi and Deshpande allowed us to make it larger-than-life while keeping humour intact.”

Moreover, Talented director Gabriel Ghoderao added, “The joy for me was in reimagining the mundane. An abandoned cart became our lead character – not just a prop, but a vessel for storytelling. From the music that gave it rhythm, down to the smallest scratches and quirks that made it real, we leaned into every detail. It was about showing that even the most overlooked objects can carry humour, personality, and heart if you choose to look closely enough.”

The film is set to run across Flipkart’s digital platforms and social media channels, aligning with the start of Big Billion Days on 23rd September. The campaign continues Flipkart’s approach of blending storytelling with consumer insight.

Ahead of the sale, Flipkart has also released a campaign featuring renowned mathematician Dr. R.D. Sharma, as well as a campaign in partnership with SW Network for the iPhone season sale. 

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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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