Flipkart asks Indians to ‘choose your age’ in campaign designed to shed stereotypes

Online retailer Flipkart is challenging Indians not to act their age in a digital campaign created by Lowe Lintas Bangalore.

The new marketing push, #ChooseYourAge, focuses on people who defy their biological age, ignore the disapproving views of others and continue to live their life.

An online video features the stories of nine people who reflect what the brand calls the “new India”.

Lowe Lintas chairman and chief creative officer, Arun Iyer, said: “Counting the biological years to tell our age is known to all of us. #ChooseYourAge, in complete antithesis, counts the number of experiences we’ve had or the times when we have really lived.”

He said the film celebrates living life, and showcases that age doesn’t need to define “what one can do, learn, wear, feel or achieve”.

“I believe this puts the brand in a space where it spontaneously becomes the partner of a progressive India,” he added.


Client: Flipkart Internet Pvt. Ltd.: Shoumyan Biswas, Kartikeya Bhandari, Apuarv Sethi, Lucky Saini, Smriti Advani and Vaibhav Tripathi

Agency: Lowe Lintas

Creative: Arun Iyer, Amar Singh and Akash Das

Account management: Hari Krishnan, Anand Narayan, Parshuram Mendekar, Jayendra Katti and Pooja Sharma

Planning: Subramanyeswar, Kunal Joshi and Ajay Ravindran

Production House: Superfly Films: Samson Vasave and Kopal Naithani (director)



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