Flipkart Minutes has rolled out a campaign, 'Shaq Hatao Lava Uthao' (Remove doubt, choose Lava), featuring stand-up comedian, writer and actor Aaditya Kulshreshth (stage name: Kullu) to spotlight the availability and authentic quality of the new mobile phone Lava Virat.

The campaign comprises an ad film set in an Indian household, where the son, played by Kullu, awaits the delivery of his new Lava Virat smartphone via Flipkart Minutes. The film opens with the family’s nameplate changing from ‘Saxena Niwas’ to ‘Shaqsena Niwas’. As Kullu announces that ‘Virat is coming’, his family, suspicious of his online purchase, dress as detectives and begin questioning the phone’s authenticity. His father even pulls out an oversized scroll of checks to conduct before buying a smartphone. Their investigation is cut short when the delivery executive arrives and explains Flipkart’s open-box delivery process, allowing them to inspect the device. The family is reassured by its authenticity and surprised by its pocket-friendly price.

What we think about it: The film leans into Kullu’s comedic timing, with the family’s exaggerated detective act turning a familiar concern around online purchases into an entertaining watch. Quick, snappy dialogue keeps the humour moving at a brisk pace while landing the message around authenticity without weighing down the narrative.

The film was released on YouTube on 24 July.