Flipkart has partnered with FCB Kinnect to launch a summer sale campaign designed to stand out with its unusual charm. The campaign, titled SASA LELE, introduces a playful jingle and visuals that lean into absurdity to grab attention.
Instead of using the word “sale” directly, the jingle uses the phrase SaSa LeLe—a rhythmic, made-up expression that turns the product catalogue into a performance. From fridges to kurtas, the ad repeats items in a musical pattern, paired with upbeat visuals and a catchy track meant to stick with viewers long after it ends.
Launching ahead of Flipkart’s big sale on May 2, the campaign leans on humour and repetition to cut through the digital noise and engage younger audiences in a memorable way.
Pratik Shetty, CMO at Flipkart, said, “We briefed the team to be bold, creative and unexpected. And SASA LELE hits that sweet spot. It’s so strange, it’s smart. The audience will watch it once, then twice. Maybe thrice. SASA LELE is beyond possibilities – it’s not just a sale, it’s a DOUBLE SALE.”
Rohan Mehta, CEO, FCB Kinnect, added “In today’s attention economy, the weird wins. And with this campaign, we doubled down on the weird. SASA LELE is a dream come true for our mad-hatters. It’s creative, it’s memorable, and most importantly, it’s unmistakably Flipkart.”
Neville Shah, CCO at FCB Kinnect said, “A sale is about selling. And with a sale almost on all the time, we needed to announce the size of this. We looked at pop culture. Then owned it. A meme made GRAND? Opera. What are the things on sale? THE CATALOGUE. How do we have fun? Like this. We love it.”
