Flipkart’s Obituary-Style Print Ad Triggers Debate Over Brand Sensitivity

Flipkart’s latest print advertisement promoting its Freedom Sale has sparked a conversation online after adopting the visual language of a newspaper obituary page despite featuring people who are still alive.

The advertisement, which appeared in Mumbai Mirror, features photographs of individuals alongside their names, ages and obituary-style messages. At first glance, the creative resembles a traditional newspaper obituary page.

However, the headline at the top of the advertisement reads, “We aren’t sad at all.” The copy at the bottom clarifies the concept, stating, “While they continue to live, our deals will soon leave.”

A Creative Take on Obituaries

The advertisement uses the obituary format as a creative device to communicate the limited duration of Flipkart’s Freedom Sale. By presenting living individuals as though they had passed away, the campaign attempts to create an unexpected visual hook and draw readers’ attention to the sale.

While the unconventional approach succeeded in generating attention, it also attracted criticism on social media, with users debating whether the concept crossed the line of advertising sensitivity.

Shobhaa De Criticises the Campaign

Indian novelist Shobhaa De was among the prominent voices to criticise the advertisement. Sharing her reaction on X, she described the creative as “the most self-serving, disgusting and insensitive ad” and called for consumers to boycott Flipkart.

Several users responding to the advertisement expressed similar concerns, with one describing the approach as “ridiculous” and another calling it reflective of a “deficient value system.”

Mixed Reactions Online

The campaign, however, also received support from people who did not find the concept offensive.

One user questioned the criticism, suggesting that the people featured appeared to be AI-generated images and asking what the concern was. Another user said they personally did not find the advertisement insensitive.

The contrasting reactions highlight the subjective nature of advertising humour and creative provocation. While some viewers saw the obituary-inspired execution as an attention-grabbing way to communicate that the sale would soon end, others felt that using death-related imagery for a promotional campaign was inappropriate.

With the Freedom Sale at the centre of the campaign, Flipkart’s creative has ultimately succeeded in doing one thing every advertisement seeks to achieve getting people talking about the brand.