Continuing on its brand charter of ‘Naye India ke saath’, Flipkart has launched ‘Equals’ Day’ campaign to change the way we look at elections. The campaign is conceptualised and executed by Dentsu Webchutney, the digital agency from Dentsu Aegis Network.
Election season is a time when the country is divided into ‘us’ vs ‘them’. When passionate conversations turn into heated exchanges and our differences rear their head like never before, Flipkart’s #EqualsDay ad asks us to change the way we show our inked finger.
This idea came into force by virtue of Article 326, Universal Adult Franchise(UAF) written in our constitution – each adult has the right to one vote irrespective of an adult’s caste, colour, religion or gender. This makes us equal with each other on the day of election.
Apuarv Sethi, director- brand marketing, Flipkart, said, “Flipkart has always championed the charter of ‘Naye India ke saath’ by upholding progressive values, and we believe Equals’ Day truly brings India together to ink a symbol in the quest for equality. This is a truly secular narrative that we are proud to weave in the fabric of the country. Through the course of the elections, we will see Flipkart bring this festival alive in different ways.”
PG Aditya, executive creative director, Dentsu Webchutney said, “Flipkart is a brand that is built and powered by India, and it’s truly heart-warming to see this new festival being embraced by the country. From India’s very first election, back in 1950, the right to vote was given to every adult. When we remember the vote counts because it counts all of us as one… we realise it’s not just a means to an end… but an end in itself. A day where we’re all equal, stripped off our differences. As one vote and one vote only.”
The 90 second brand film, captures the diversity of India, and brings the symbolism and philosophy of Equals’ Day alive. Across the film, there are moments that pay homage to the history of the Indian Constitution and eagled-eyed viewers can uncover new Easter eggs with every watch.