From ‘Situationship’ to ‘Talking Phase’: Flipkart Minutes Launches ‘RelationShop’ for Modern Love

Flipkart Minutes, the quick commerce offering of India’s homegrown e-commerce marketplace Flipkart, has launched ‘RelationShop’, a unique in-app experience that redefines how consumers discover and shop for gifts this Valentine’s Day. Inspired by Gen Z’s evolving approach to love and relationships, the campaign introduces a refreshed customer in-app experience with curated collections based on various relationship stages like situationship, soft-launch, love bombing, and moving on, helping consumers find what feels right for every stage of their relationship.

The campaign comes to life through a light-hearted digital film, capturing the relatable awkwardness of modern love. The film follows a young couple whose quiet moment is interrupted by a police officer questioning their relationship status and more importantly, the gift they are carrying. What unfolds is a playful exchange filled with references to different relationship statuses, reflecting the evolving vocabulary of Gen-Z romance. The film wraps with the reveal of Flipkart Minutes’ ‘RelationShop’, positioning it as a platform that understands every kind of love and has just the right gift for each stage of it.

Conceptualized as a 360-degree campaign, ‘RelationShop’ reinforces Flipkart Minutes’ positioning as a platform that evolves with changing dynamics of modern relationships. By offering a curated, intuitive, and quick gifting experience, it enables consumers to express themselves meaningfully across every stage of love, making Flipkart Minutes an integral part of their Valentine’s Day journey.

You can watch the TVC here: https://youtu.be/UURI8VoCews?si=tNxrSqXx_3DaB7Gp