Flipkart obituary ad for Freedom Sale sparks backlash

Flipkart's print advertisement for its Freedom Sale, using an obituary-style format, has drawn sharp criticism online. The ad, which ran on August 16, placed details of deals in memorial-style boxes. Author Shobhaa De called it 'self-serving, disgusting and insensitive' and urged a boycott. Some users questioned if the images were AI-generated, Flipkart has not clarified.

Brand experts are divided on the campaign. Harish Bijoor said it scored 100 on awareness but doubted it would convert to sales, adding that it risked insensitivity to the grieving. Karthik Srinivasan called it 'elementary subversion' using fictional AI characters. Ashok Lalla said the execution was 'contrived' and lacked creative strength.

Flipkart has not publicly responded to the criticism. The Freedom Sale ended on August 16, offering discounts on smartphones, laptops, and appliances. The controversy raises questions about whether provocative ads that generate attention risk overshadowing the product.