Flipkart: Aadi Thallaadhabadi Sale

The month of Aadi (July-August) is a bargain hunters paradise, with offline stores inundating consumers with offers everywhere they turn. To promote the launch of one of their biggest sales in Tamil Nadu, Flipkart chose to launch ‘Aadi Thallaadhabadi’, a sale campaign that brings you all the discounts but none of the hassles of offline shopping. ‘Thallubadi’ or ‘discounts’ in Tamil is often heard in these jam-packed shopping hotspots, synonymous with Aadi. As is the word ‘thallu’ which translates to ‘push’ or ‘move’. ‘Thallaadhabadi’ is simply clever wordplay to indicate discounts, without the pushing, and mayhem. Created by Talented, the campaign showcases how to leverage offline shopping behaviour to lead to online sales. The regional nuances and representation of this sale period within Tamil Nadu is seen to have resonated with the audience and emerged as a theme of conversation on Indian internet.