In partnership with 22feet, part of Omnicom Advertising India, Flipkart has brought the spirit of Chennai’s iconic Ranganathan Street to print with its ‘Aadi Thallaadhabadi’ Sale campaign. Published in one of Tamil Nadu’s leading newspapers, Dinakaran, the interactive artwork recreates the bustling shopping destination, inviting readers to discover hidden Flipkart deals by scanning embedded QR codes.
At a time when AI-generated imagery is becoming increasingly commonplace, the print campaign showcases human craftsmanship through an intricate, hand-drawn illustration. Inspired by the energy, character and visual chaos of Ranganathan Street, a street synonymous with generations of Aadi shopping memories, the artwork brings the bustling marketplace to life in painstaking detail. Every storefront, signboard and crowded stretch of the street has been recreated, making the illustration a true-to-life depiction of one of Tamil Nadu’s most loved shopping destinations.
The campaign underscores Flipkart’s continued efforts to connect with regional audiences in culturally resonant ways, while celebrating the power of human creativity. It reimagines the spirit of Aadi shopping by bringing the festive deals synonymous with Ranganathan Street to shoppers online through Flipkart. By blending handcrafted art with interactive technology, the campaign transforms a traditional newspaper ad into an immersive experience.
Vishnu Srivatsav, Chief Creative Experience Officer, 22feet, said:
“When it comes to Chennai, Ranganathan Street is more than just a location. It’s a cultural institution. So when it came to Flipkart’s Aadi sale, we didn’t look at Ranganathan Street as competition, but we saw it as an opportunity to drive our sale through cultural rituals. Looking for a deal there is a rite of passage for shoppers and this time, we found a way to make them look for Flipkart deals in Ranganathan Street.”
Flipkart’s Aadi Thallaadhabadi Sale is live and will run until 31 July, offering a festive shopping experience rooted in local tradition during one of Tamil Nadu’s biggest shopping seasons.
CREDITS
Creative: Vishnu Srivatsav, Shyam Nair, Jamuna Poovaiah, Rajat Bhandari, Rashad Ahammed, Pavithra Nair
Business: Shikha Davessar, Rohan Mitra, Varsha S. Varna, Hiral Sheth, Nancy Murjani
Strategy: Sanchari Chakrabarty, Aloki Shah, Samita Balakrishnan
