Wit & Chai brings Maharashtra’s traditions to Flipkart’s Gudi Padwa!

Wit & Chai Group, a leading creative media agency with a strong presence in India and a diverse global clientele has conceptualized and produced Flipkart’s first-ever Gudi Padwa campaign. The campaign goes live today across digital platforms and aims to build brand affinity in Maharashtra by embedding Flipkart into the fabric of traditional Gudi Padwa celebrations.

Through its in-house production house, Wit & Chai Group has created a brand film that blends nostalgia, humor and tradition to position Flipkart as the ultimate solution for festival shopping needs.

The campaign film captures the evolution of festive shopping through a three-decade narrative spanning the 1970s, 2000s and 2025. While generations and shopping habits have evolved, the festive shopping rush remains constant in every household. The narrative uses Marathi traditions, rhythmic folk-style narration and a relatable family setup to connect with audiences.

Shot at a heritage bungalow in Pune, the campaign maintains its Marathi roots with era-accurate settings, traditional attire, and a cast featuring well-known Marathi theatre actors. Every detail, from production design to linguistic elements, ensures the film delivers both nostalgia and modernity. The rhyme scheme incorporating Flipkart creates an instantly ownable and hyper-local brand fit.

Delighted with the brand film campaign, Suyash Lahoti, Partner at Wit & Chai Group said, “With this campaign, we wanted to do more than just celebrate Gudi Padwa. We wanted to create something that feels truly Maharashtrian—something that only Flipkart could own. The campaign is distinct, memorable, and deeply rooted in the way Maharashtra celebrates festivals. From nostalgic storytelling to modern shopping convenience, this film blends tradition with the present in a way that feels fun, relevant, and functional”

Speaking about the campaign, Pratik Shetty, Senior Director, Head, Marketing & Media, Flipkart said, “At Flipkart, we believe in celebrating the rich cultural diversity of India by creating meaningful experiences that resonate with our customers. With this campaign, we’ve blended nostalgia, humor, and Maharashtra’s rich heritage to show that while times change, the excitement of festive shopping remains constant. Flipkart continues to be the go-to destination for customers looking to celebrate with ease, tradition, and joy."

The campaign will be launched across digital platforms, including YouTube (Primary Film Release), Meta (Facebook + Instagram) & X (Twitter), OTT Platforms (Regional Ad Placements) and Performance Marketing (Driving direct engagement on Flipkart.