Flipkart, in its recent commercial, caught the viewers off guard by tapping into a dose of scary nostalgia. It brought back the greatest academic fear of ’90s kids: mathematician RD Sharma. It wasn’t all that serious.
The brand partnered with Sharma for its Big Billion Days 2025 campaign, conceptualised by Talented ad agency and directed by Anant Sharma. It was a clever and unexpected marketing move that blends education with everyday shopping.
The commercial invited shoppers to submit their math problems to Sharma, which he transformed into special offers and discounts for Flipkart’s sale event.
Known for his widely used mathematics textbooks across Indian schools, Sharma has long been a household name, but this is the first time he has stepped into the world of advertising.
The ad cleverly plays on Sharma’s image, using humour and nostalgia to connect with millions who grew up studying his textbooks. Rather than positioning him as a stern academic, the commercial humanises both the mathematician and the brand.
His appearance in a Flipkart commercial not only breaks his long-standing low media profile but also signals a shift in how brands are leveraging unlikely influencers to create chatter.
And, audiences are loving it. One of the users commented, “This is for the first time I have seen RD Sharma.” Another said, “What a brilliant advertisement.”
“Great ad. Kudos to the marketing team,” read a comment.
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Flipkart on a roll
With the Big Billion Days, Flipkart’s flagship annual shopping event, the brand continues to deliver unforgettable campaigns, raising the bar year after year.
And it has truly outdone itself this season.
About two weeks ago, the brand dropped an ad film that gave major Om Shanti Om vibes. Packed with surprise cameos, the ad has quickly become one of the most star-studded commercials in recent memory. Within 12 days, the commercial has collected 117 million views on YouTube.
The film kicks off with influencer Arista Mehta unveiling her Big Billion Days haul in her office. She soon heads to a fancy event, enjoying full VVIP treatment. While dodging paparazzi, she enters an elevator with Alia Bhatt and Amitabh Bachchan, carrying the same phone cover as hers.
The trio then enters a party hosted by filmmaker Mahesh Bhatt, where the fun continues. Influencers Jannat Zubair and Sakshi Shivdasani speculate about Arista being a star kid. Meanwhile, comedian Anubhav Singh Bassi serves food, Yashraj Mukhate is on the DJ console, and Sreeleela, Farah Khan, and Dilip are on the dance floor.
The ad wraps up with Alia Bhatt driving Arista away in her luxury car.
One YouTube comment read, “Dilip’s entry was totally unexpected. Loved it!” Another said, “This collaboration is so entertaining and unexpected, Flipkart nailed it!”
With the festive season approaching, every major e-commerce platform is rolling out sales, offers, and promotions, creating a highly competitive and often cluttered advertising space. Amid this noise, it becomes crucial for brands to stand out.
This year, Flipkart has done exactly that.
By blending Bollywood nostalgia, influencer culture, and high production value, the brand has created the campaign of the season.
Brand: Flipkart
Creative Agency: Talented
Director: Anant Sharma
Starring: Mathematician RD Sharma