E-commerce platform Flipkart has rolled out its latest campaign for the Big Billion Days sale, featuring a wide array of celebrities led by brand ambassador Alia Bhatt. The campaign has been produced by advertising agency Leo Burnett and leans heavily on Bollywood nostalgia, drawing inspiration from the popular Deewangi Deewangi song sequence in Om Shanti Om.
A blend of film stars and digital creators
The three-minute trailer, titled Flipkart Big Billion Days – Kuch Bhi Ho Sakta Hai!, includes appearances by Amitabh Bachchan, choreographer and filmmaker Farah Khan, musician Yashraj Mukhate, entrepreneur Aman Gupta, and actors such as Sreeleela. The storyline follows a young influencer who is transported into a glitzy party after shopping on Flipkart, surrounded by stars who join her in a choreographed dance sequence.
This mix of Bollywood veterans and newer digital figures reflects the changing face of advertising campaigns in India, where e-commerce companies are increasingly experimenting with hybrid approaches. By positioning an influencer at the centre of the narrative while surrounding her with well-known personalities, the campaign attempts to straddle both mass audiences and digitally native consumers.
The film opens with Arista Mehta proudly showing colleagues the bargains she scored during the Big Billion Days sale. The next sequence transports her to a glittering evening party, where she soaks in the spotlight alongside her friends, treated like a VVIP guest.
Dodging a swarm of photographers, Arista slips into an elevator, only to find herself face-to-face with Alia Bhatt, dressed in an elegant black outfit. A moment of amusement follows when Alia notices Arista carrying the same phone cover she has. Before the surprise settles, Amitabh Bachchan steps in, also holding a phone with the identical cover. Laughing at the uncanny match, Arista quips, “AB, AB – double AB,” drawing smiles from both stars.
The film then cuts to other cameos: actors Jannat Zubair and Sakshi Shivdasani whispering if Arista might secretly be a celebrity, stand-up comic Bassi playfully moonlighting as a server, and musician Yashraj Mukhate energising the dance floor while actress Sreeleela grooves to his beats.
The narrative concludes with Alia taking the wheel of her luxury car, driving Arista away, sealing the fantastical journey that began with a simple online purchase.
Festive season intensifies advertising push
The campaign underscores Flipkart’s attempt to sharpen its digital-first advertising strategy. Company executives have indicated a stronger focus on Connected TV and influencer-led commerce this year, suggesting a departure from traditional television-heavy spending. Analysts point out that festive sales remain the most competitive window for e-commerce platforms, contributing significantly to annual revenues and prompting a surge of high-decibel campaigns.
With Amazon, Meesho, and other players also expected to roll out aggressive campaigns ahead of Diwali, Flipkart’s latest film signals the start of another season of intensified advertising battles in India’s e-commerce market.