Flipkart turns The Big Billion Days 2025 into a celebration of culture and everyday India

New Delhi: Flipkart redefined its annual event, The Big Billion Days 2025, transforming it from a large-scale shopping festival into a celebration of Indian culture, entertainment, and community experiences. 

Through multiple integrations across popular television shows, the e-commerce platform positioned itself within the country’s shared cultural moments rather than focusing solely on commercial transactions.

The initiative, executed in collaboration with WPP Media, saw Flipkart appear across a range of widely watched programmes, from reality and comedy shows to music competitions, reflecting a shift towards embedding brand narratives into everyday entertainment.

On Bigg Boss 19, Flipkart introduced the “Fashion Icon” contest, where contestants participated in live style challenges while viewers voted in real time. The activation, supported by host Salman Khan’s on-screen engagement, connected the brand with younger, fashion-conscious audiences.

In Taarak Mehta Ka Ooltah Chashmah, The Big Billion Days featured within a three-day storyline in which Gokuldham’s residents engaged with the brand through light-hearted discussions and situational humour. The portrayal reflected the brand’s position within familiar family settings, merging daily life with festival storytelling.

In the southern market, Indian Idol Telugu carried the theme “Kuch Bhi Ho Sakta Hai”, highlighting emotional connections through surprise wishlists and product reveals. The collaboration combined music and aspiration, reinforcing the cultural element of the shopping event.

Pratik Shetty, Vice President, Growth and Marketing at Flipkart, said, “The Big Billion Days is more than a sale, it’s a tradition millions of Indians look forward to every year. With WPP Media, we brought that emotion to life across platforms and languages. Whether it was Bigg Boss, Tarak Mehta, or Indian Idol Telugu, our integrations made Flipkart part of the cultural conversation, turning The Big Billion Days into a shared celebration of dreams, community, and everyday India.”

Navin Khemka, President-Client Solutions, WPP Media, South Asia, added, “Our approach is rooted in the belief that cultural is the new currency of commerce. By thinking beyond interruptive marketing, we elevated a commercial event into a meaningful, beloved cultural moment. We seamlessly wove the brand into narratives that consumers already adored, transforming the purchase journey into an act of cultural participation. This fusion of storytelling and scale is what transformed a commercial event into a meaningful cultural moment.”