The brief
Flipkart approached us with a challenge—March is a slow month for shopping. Consumers hold off on purchases, waiting for either the next big sale or their yearly appraisal. The ask was simple yet difficult: drive urgency and engagement around the Big Upgrade Sale while cutting through consumer inertia.
Don't Skip The ad. Don't Skip The ad. Don't Skip The ad. Don't Skip The ad. Don't Skip The ad. Don't Skip The ad. Don't Skip The ad. Don't Skip The ad.
600 Mil
600 million impressions
10+ Mil
10+ million video views
1.4 Mil
1.4 million in earned media.
IDEA
Tell people to do the one thing they always want to—skip the ad. Using reverse psychology, we actively encouraged viewers to click “Skip Ad” and, in doing so, redirected them straight to Flipkart to shop. The brilliance? Whether they watched the ad or skipped it, we won.
Insight
People don’t like waiting. Whether it’s waiting for a sale, a raise, or even the “Skip Ad” button on YouTube, waiting feels like a waste of time. But what if we used this impatience to our advantage? Instead of fighting for attention, we leaned into consumer behavior and made the ad work because people wanted to skip it.
Execution
Reverse Psychology Hook: The ad told viewers to “Skip This Ad,” making them curious enough to stay and learn about the sale.
Smart Media Hack: If users skipped before 30 seconds, Flipkart didn’t pay Google for the view. If they watched, they learned about the sale. Either way, it was a win.
Engaging Copy & CTA: The playful script kept users hooked, making them want to engage, even as they were told to stop watching.
By turning an everyday behavior into a marketing advantage, SW Network ensured Flipkart’s Big Upgrade Sale wasn’t just noticed—it was impossible to ignore.