In the world of digital advertising, a unique newspaper ad captured the minds of readers across the country. The advertisement from Flipkart appeared in Sunday editions across Mumbai, Delhi, and Bengaluru.
The ad was later shared by Pratik Shetty, head of marketing and media at Flipkart, on LinkedIn. The advertisement invites readers to pour water on their morning newspapers and they end up seeing a hidden message that reappears on drying.
In his post on LinkedIn, Shetty wrote, “We have finally reached that point where we are asking you to pour water on your morning Newspaper Our ad in Mumbai, Bangalore and Delhi editions today No need to panic for last minute needs anymore as we will deliver everything tha you need in Minutes.”
Also Read : Govt Set to Exceed Rs 22.07 Lakh Crore Direct Tax Collection Target: CBDT Chairman
The innovative approach was designed to engage readers and create a unique experience for the people. The ad includes specialised hydro-chromic screen printing ink that reveals more content when made wet and then dried.
The ad read, “Don’t cry over spilt milk. Add water to the milk and see what happens.” The ad also features a family at breakfast with milk spilled all over the dining area.
Netizens expressed their appreciation for the unique ad and lauded the company for their creativity. One of the users commented on the post and said, “This campaign is a brilliant showcase of creativity and collaboration, and it’s great to see the leadership team of flipkart and the creative agency Leo Burnett being acknowledged. However, over the past two days, I’ve seen several posts celebrating this ad’s success, yet there’s no mention of the illustrator or visual designer who brought it to life. For a design-driven company like Flipkart, recognizing these contributors should be a standard. Designers work through countless iterations and extra hours, and celebrating their efforts alongside others fosters true inclusivity and collaboration.”