E-commerce major Flipkart is currently embroiled in controversy following the release of an advertisement for its 'Freedom Sale' that mimicked the format of an obituary notice. The ad, published in newspapers, used photographs and details of living individuals, including prominent figures like Prime Minister Narendra Modi, President Droupadi Murmu, and businessman Azim Premji, alongside others identified as Mr. Dinesh, Mr. Birju, and Mrs. Pushpa.
The headline of the ad boldly declared “WE AREN’T SAD AT ALL,” with smaller text at the bottom stating, “WHILE THEY CONTINUE TO LIVE, OUR DEALS WILL SOON LEAVE.” It then announced that the Flipkart Freedom Sale “ENDS TONIGHT.” This unusual and arguably insensitive approach quickly drew severe public backlash.
Widespread Criticism and Social Media Outcry
Author and columnist Shobhaa De was among the first to publicly condemn the campaign. Taking to X (formerly Twitter), she called the advertisement “the most self-serving, disgusting and insensitive ad!” and urged consumers to boycott Flipkart’s sale. Her post quickly gained traction, amplifying the criticism.
Numerous social media users echoed her sentiments, expressing shock and anger. Comments ranged from calling it a “criminal mindset” and questioning how a mainstream newspaper allowed its publication, to labeling it “downright stupid!” Some users speculated that a lack of cultural understanding from foreign marketing personnel might be behind the blunder, while others simply found the wordplay tasteless and distracting.
As of the time of reporting, Flipkart had not issued a public response to the criticism. It also remained unconfirmed whether the company had secured permission to use the photographs and personal details of the non-public figures featured in the advertisement.
Flipkart's History of Controversial Advertisements
This incident is not an isolated one for Flipkart, which has faced scrutiny over its advertising campaigns multiple times in the past. The e-commerce giant has previously been criticized for ads touching upon sensitive issues or reinforcing stereotypes:
- Harbhajan-Sreesanth 'Slapgate' Ad (January 2026): An ad for Flipkart’s Republic Day Sale, titled “Chaanta Classes,” featured former cricketer Harbhajan Singh and referenced the infamous 2008 IPL 'slapgate' incident. S. Sreesanth, the other party in the incident, accused Harbhajan of exploiting the past for financial gain and damaging their relationship.
- '3 Idiots'-Inspired Ad (June 2025): A campaign promoting affordable groceries faced criticism for its portrayal of a paralyzed man, which many found insensitive and using disability as a punchline, drawing comparisons to a scene from the film '3 Idiots'.
- Gorkha Community Controversy (2016): Flipkart faced legal action from members of the Gorkha community over an advertisement featuring a security guard in traditional attire speaking with an exaggerated accent. Critics argued the ad perpetuated negative stereotypes, leading to an apology and the ad's withdrawal.
- Sushant Singh Rajput T-shirt (July 2022): While not a direct Flipkart campaign, a third-party seller on its marketplace listed a T-shirt with actor Sushant Singh Rajput's image and the phrase “Depression is like drowning.” This sparked the “Boycott Flipkart” trend, with fans accusing the platform of profiting from the late actor's death. The listing was later removed.
The current controversy surrounding the 'obituary' ad highlights a recurring challenge for Flipkart in navigating public sentiment and cultural sensitivities in its marketing efforts.