Flipkart has rolled out a campaign, 'AC Deals So Good, India Rahega Cool'.

Conceptualised by 22feet Tribal Worldwide, the campaign comprises two films. Both films capture the agony of summer heat through relatable everyday struggles where even the best moments turn into meltdowns until Flipkart’s cooling solutions provide the much-needed relief.

The first film opens with a boy excitedly informing his parents about his scholarship to a college in the USA, but due to the scorching heat, the moment becomes too overwhelming.

The second film portrays a couple's vacation reveal taking an unexpected turn as the soaring temperature leads to irritation.

What we think about it: The campaign taps into the relatable woes of Indian summers, where even joyous moments can be overshadowed by unbearable heat. Both stories cleverly depict how heat can dampen even life’s happiest occasions. The campaign succeeds in its relatability and humour, engaging audiences by dramatising a universally frustrating experience.

Pratik Shetty, head marketing and media, Flipkart, said, “At Flipkart, our focus with the ‘AC Deals So Good, India Rahega Cool’ campaign is on meeting real consumer needs with smart, value-driven solutions. As the summer heat intensifies, it not only causes physical discomfort but also affects people’s moods and daily routines. Through Flipkart Cooling Days, we aim to make affordable, energy-efficient cooling solutions more accessible to households across the country. Our curated selection of top brands, along with attractive exchange offers and flexible payment options, ensures a seamless, value-driven shopping experience that meets the evolving needs of Indian consumers.”

Vishnu Srivatsav, national creative director, 22feet Tribal Worldwide, said, “It’s not just summer, it’s the season of irritation. We realised everyone is going to talk heat, but we felt there was another story we could tell. And when we realised we had a relatable message to give. We wanted to give it in the most exaggerated and fun way possible. It was great fun shooting it. And the Chalees Chor were awesome partners to work with.”