| BY Adam Shaw |To create buzz around its Freedom Sale, Flipkart has teamed up with 22feet, part of Omnicom Advertising India, to create a film that puts a humorous spin on one of the most familiar phrases associated with India’s Independence Day, “British Raj”. The campaign transforms “British Raj” into an unexpected, conversation-starting activation designed to build excitement around the sale. To stand out during one of India’s busiest shopping seasons, Flipkart’s campaign rests on a simple wordplay: instead of the historical ‘British Raj,’ it targets people named Raj living in the UK. In a cheeky nod to the sale’s spirit, Flipkart ‘loots’ them by dropping Freedom Sale discount codes in the comments of their Instagram posts. Bringing the idea to life is a humorous film that begins with witty one-liners and visual gags revisiting the historical British Raj, before revealing the twist: It is a British Raj, not the British Raj.