E-commerce platform Flipkart, which has had a string of entertaining ads this year, has collaborated with Kinnect to launch SASA LELE 2.0, the follow-up to last year’s summer sale campaign. The new edition introduces what the brand is calling a “Sale pe Sale” – a sale on top of a sale.
The campaign leans into the doubling logic of its predecessor: stacked offers, doubled-up deals, and visuals designed to be as disorienting as they are watchable. If SASA LELE had an earworm quality the first time around, this edition seems intent on making that inescapability the actual point.
“SASA LELE struck a chord because it didn’t behave like a typical sale, it became part of how people experienced it,” said Pratik Shetty, Head of Growth and Marketing at Flipkart.
“At its core, it brought alive the idea of a Double Sale in a way that was quirky and memorable. With SASA LELE 2.0, we’ve extended that idea into ‘Sale pe Sale’, amplifying both the cultural energy and the value we deliver to our customers, giving them more reasons to engage, explore, and make the most of what Flipkart has to offer.”
“Last year’s success of SASA LELE showed that when a brand leans into a strong, differentiated idea, it can create real cultural resonance,” said Chandni Mehta, CEO of Kinnect.
“This year, we’ve taken that further by leaning into the idea of ‘more’. If last year SASA LELE was unavoidable, this year it will be irresistible.”
“Season twos are usually hard,” said Neville Shah, CCO of Kinnect.
“But this one came with a precedence. How do we top the madness, again? How do we land the fact that SA SA LE LE is back? Simple. Keep it familiar, but make it madder.”
