There is a new pair in town — smartphone brand Tecno and e-commerce platform Flipkart.
And, the tagline for their collaboration — ‘Do Bhai, Dono Tabahi’ — sums it all up.
They have reimagined the iconic scooter scene from the 1975 film Sholay, originally featuring Amitabh Bachchan and Dharmendra.
This time, though, the riders are two faceless characters with boxes over their heads — one labelled Tecno and the other Flipkart.
Flipkart takes the rider’s seat, representing delivery, while Tecno sits in the sidecar, relaxed, handing over the new Pova 7 Series phone to customers along the way.
There’s no dialogue — just a nostalgic 80s-style tune playing in the background. The visuals have also been given a retro touch in an attempt to transport the audience to the 80s.
What stands out is how the Tecno-Flipkart collaboration feels less like a corporate tie-up and more like a brotherhood — a message that is woven into the heart of the campaign.
And what better symbol of brotherhood than the iconic Jai-Veeru duo from Sholay?
With the Tecno Pova 7 Series launching on Flipkart, its commercial is beyond a typical product release. It’s a bold, co-created campaign designed to connect with ambitious youth in India’s tier-2 and -3 cities.
The collaboration taps into the strong wave of nostalgia—the secret sauce behind many of today’s most successful creative campaigns. Several brands have leaned into the past to strike an emotional chord.
Pepsi revived its iconic “Yeh Dil Maange More” slogan last year. Paper Boat launched a “Nostalgia Mix” featuring Aamras, Jaljeera, and Rose Sherbet drinks in collectible packaging reminiscent of steel tiffins and old-school milk bottles. Flipkart, too, earlier this year, recreated a memorable scene from 3 Idiots (2009) for one of its own nostalgic campaigns.
The commercial proves that dialogues aren’t always essential in commercials, creativity is what truly speaks. In today’s cluttered ad space, brands don’t need to shout to be heard. Minimalism paired with nostalgia or sharp wit is enough to capture attention and go viral. A simple visual, a familiar tune, or a witty concept can spark emotional connections and conversations more powerfully than words.
If a brand doesn’t have a compelling story to tell, it can still make a strong impact through smart execution and cultural cues.
In the end, it’s not about saying more; it’s about saying it right, even without saying anything at all.
Ek aur ek gyarah
Only a few brand collaborations leave a lasting impression, and the 2022 partnership between Netflix and Boat was one of them.
The campaign introduced co-branded audio products including headphones, wireless earbuds, and neckbands.
To promote the limited-edition range, the brands brought on board actor Kiara Advani, cricketer Shreyas Iyer, designer Masaba Gupta, and Boat co-founder Aman Gupta.
Buyers of the exclusive products also got Netflix fan event tickets, exclusive merchandise, and discounts on other Boat items.
It was a smart and strategic move — especially for Netflix — to collaborate with a homegrown brand like Boat, reinforcing its commitment to the Indian market through culturally relevant, locally resonant partnerships. And, to gain a subscription, of course.
Boat, in turn, gained significant visibility by aligning with a global streaming giant.
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What collaborations mean
Collaborations mean that joining hands with other brands shouldn’t be random. It’s important to choose partners whose categories align with your own — as seen in both Tecno-Flipkart and Netflix-Boat.
A natural synergy lays the groundwork for real consumer value. And, consumers tend to lean toward collaborations that feel aligned with the brands they trust.
Plus, a shared audience is the cherry on top.
And, in that sense, Tecno and Flipkart seem to have nailed the formula — and walked away with the cake.
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(Edited by Aamaan Alam Khan)