BigBasket has rolled out a campaign, ahead of Valentine's Day.

Conceptualised by Talented, the campaign comprises five films and is a satirical take on the dating scenario. The films centre around modern dating problems and showcase how BigBasket can turn these red-flag frustrations into green-flag deliveries.

What we think about it: A refreshing take on Valentine's Day messaging, the ads move away from the usual overly sentimental love stories. Rather than pushing the typical love-filled fantasy, it embraces the beautiful, quirky reality of relationships. The insight behind the campaign offers a fun and honest portrayal that complements the spirit of Valentine's Day.

Raagaleena Sripada, marketing head - retail, BigBasket, said, “Love shouldn’t be a waiting game. At BigBasket, we know that timing is everything—whether it’s a last-minute Valentine’s gift, a grocery run, or a comforting treat after a tough day. No one likes to wait, and they shouldn’t have to! This campaign reflects our commitment to speed and relevance, especially for a younger audience that expects both.”

Aarushi Periwal, founding member and creative, Talented, said, “It’s really that simple – if they wanted to, they would. Our campaign taps into the frustration of waiting, and that’s where BigBasket comes in – showing up when it counts. We’re a generation that craves instant gratification; good thing, BigBasket is into that too. With this campaign, we took those painfully real moments we all, unfortunately, relate to and turned into something that shows the brand’s true colours – the greenest flag, indeed."