The latest Kolkata-focused film moves away from Flipkart’s celebrity-heavy Big Billion Days campaign, using an everyday story and a familiar city reference to connect with local audiences. Flipkart is giving its Big Billion Days campaign a distinctly Kolkata flavour with a new regional film that finds its story in the city’s everyday life rather than celebrity appearances.
The film follows a local bus ticket collector as he goes about his regular route. His interactions with passengers and repeated journeys through the city gradually lead to the film’s central idea, which connects a familiar Kolkata reference with Flipkart’s annual shopping event. The creative eventually plays on the name BBD Bagh, the popular reference to Binoy-Badal-Dinesh Bagh, using the three letters to make a connection with Big Billion Days.
Created by Talented for the Kolkata market, the film keeps the execution deliberately grounded. Instead of building the communication around a recognisable celebrity, it uses an ordinary character and a setting that local audiences can immediately place. The approach comes in contrast to Flipkart’s larger Big Billion Days campaign, which has taken a much more expansive route.
Conceptualised by Leo, the nearly five-minute film features celebrities and creators including Rohit Sharma, Jackie Shroff, Aditya Srivastava, Samay Raina, Agu Stanley Chiedozie and Aneet Padda. For the Kolkata film, the attention shifts from star power to local familiarity. The bus journey provides the narrative, while the city reference delivers the campaign’s Big Billion Days connection. It is a regional extension of the larger Flipkart campaign that uses a simple local insight to make the shopping event feel more relevant to Kolkata, without replicating the celebrity-led format of the main campaign.
