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Monday, February 10, 2025

Flipkart’s ‘Thank You’ Film Starring Viswanathan Anand Highlights Lightning-Fast Deliveries in Minutes

In the fiercely competitive world of quick commerce in India, marketing opportunities sometimes arise from unexpected places—even from rival companies. Flipkart Minutes skillfully capitalized on this in their latest campaign.

Several of India’s leading quick commerce brands have been aggressively promoting their rapid delivery services with catchphrases like “Get groceries in minutes” or “Get pet supplies in minutes.” While these phrases are meant to showcase the speed of their own services, they inadvertently align with Flipkart’s Minutes app, which specializes in delivering groceries and essentials quickly.

In a clever twist, Flipkart Minutes spotlighted this amusing coincidence in their new ‘Thank You’ film, featuring chess grandmaster Viswanathan Anand. The ad playfully captures Anand’s moment of realization—that competitors, while emphasizing their own speedy services, are unintentionally promoting Flipkart Minutes. His journey from initial confusion to a lightbulb moment humorously illustrates how common industry jargon can become an unexpected advantage for emerging players like Flipkart in the quick commerce space. By tapping into this, Flipkart Minutes turned a potential challenge into a marketing win, enhancing their visibility in a crowded marketplace.

The campaign serves as an acknowledgment of competitors while subtly reinforcing Flipkart Minutes’ position as a player in the quick commerce market.

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