Flipkart Ugadi Campaign Taps Ugadi vs Yugadi Debate

COTW — Mon, 20 Apr 2026 12:38:11 +0000

The Flipkart Ugadi campaign is built around the Ugadi versus Yugadi pronunciation debate across Andhra Pradesh, Telangana, and Karnataka. The activation runs across a campaign film, a dedicated microsite, and social engagement through the harvest festival window.

A pronunciation debate as the entry point

Conceptualised by 22feet Tribal Worldwide, the work leans on a detail that viewers in the three states will recognise. Telugu speakers call the festival Ugadi. Kannada speakers call it Yugadi. According to the agency, that difference was chosen as the starting point for the creative.

Vishnu Srivatsav, Chief Creative Excellence Officer at 22feet, is reported to have said “Small details make for big cultural differences” when describing how the team arrived at the idea.

Inside the Flipkart Ugadi campaign film

The film is directed by Karan Shetty of Mothership Productions. It features a humorous exchange between Telugu and Kannada speakers debating the correct pronunciation to unlock deals on the Flipkart app. The resolution, as trade press has reported, is a twist where both versions are rewarded rather than one side winning the debate.

For more work in the category, see the Campaigns of the World film and video section.

The microsite and the shopping layer

At the centre of the campaign is a dedicated microsite, ugadivsyugadideals.com. Users can enter their festive wishes on the site and unlock offers available through the Flipkart Ugadi Store. The offers, as communicated by the brand, cover traditional clothing, home decor, electronics, and festive essentials.

Amplification and regional reach

The Flipkart Ugadi campaign is reported to run across Meta platforms, with integrations on the Flipkart app and website. The focus sits with Karnataka, Andhra Pradesh, and Telangana.

A regional play, not a greeting film

The campaign uses the pronunciation debate as its hook, with a shared payoff at the end. The approach keeps Flipkart close to the regional, language-first work the brand has run around harvest festivals, including an earlier Pongal activation with 22feet.

Credits:
Flipkart Team (Client): Pratik Shetty, Viveka Sra, Jui Chahure
Agency: 22feet Tribal Worldwide
Production House: Mothership Productions
Director: Karan Shetty
Creatives: Vishnu Srivatsav, Shyam Nair
Business Team: Shikha Davessar, Yash Dabi, Zubin S., Akanksha Malhotra. Nancy Murjani
Producers: Kashif Memon, Tania Roy Choudhury