E-commerce platform Flipkart has launched a campaign with Leo India, featuring legendary umpire Billy Bowden, linking his signature umpiring gestures to shopping offers on its platform.
The campaign ties each of Bowden’s umpiring gestures — from a six to a wide — to specific product categories and deals on Flipkart. Viewers watching a live match can photograph an umpire’s signal, message Flipkart’s WhatsApp bot identifying the gesture, and receive a corresponding offer if correct.
A campaign film set in a coaching institute shows Bowden training aspiring umpires, with each gesture mapped to a Flipkart product deal.
“Cricket in India today is a second-screen experience, with fans constantly engaging in real time,” said Pratik Shetty, Vice President, Growth and Marketing, Flipkart.
“Our insight was to make that attention actionable. This campaign explores new-age commerce by blending cricket, culture, and technology, turning Billy Bowden’s iconic signals into real-time shopping triggers that link live moments with instant intent.”
“We wanted to take something every cricket fan instinctively recognises – the umpire’s signal and turn it into an interactive trigger for our audience,” said Sachin Kamble, Chief Creative Officer, Leo – South Asia.
“By gamifying these iconic gestures, the idea transforms passive viewing into active participation. Suddenly, every moment in the match becomes an opportunity not just to watch, but to engage and unlock value.”
