Flipkart’s Magical Ink Ad Turns Water into Hidden Wonders

Flipkart has unveiled an extraordinary newspaper advertisement that’s taking creativity to a whole new level! This ingenious ad, promoting Flipkart Minutes, the company’s quick-commerce delivery service, appeared in the Sunday editions across Mumbai, Bengaluru, and Delhi. What sets it apart? It encourages readers to pour water on their newspapers—yes, you read that right—and witness a hidden message magically appear.

The brain behind this clever campaign is Pratik Shetty, Flipkart’s Head of Marketing and Media. In a LinkedIn post accompanying the ad’s video, Shetty stated, “We have finally reached that point where we are asking you to pour water on your morning newspaper. No need to panic for last-minute needs anymore, as we will deliver everything you need in minutes.”

The magic lies in the use of hydro-chromic screen printing ink—a special kind of ink that reacts to water. When wet, the ink reveals additional content, which disappears as it dries, returning the newspaper to its original state. This interactive feature doesn’t just promote the speedy convenience of Flipkart Minutes but also makes for a fun activity that both adults and kids can enjoy together.

The ad creatively tackles a common scenario—spilled milk at breakfast. A full-page illustration depicts a family at the dining table with milk spilled everywhere. Readers are instructed to “Add water to the milk and see what happens.” As they pour water over the illustration, the spilled milk vanishes, revealing a completed image. It’s a clever way to grab attention and highlight Flipkart’s message of solving last-minute emergencies effortlessly.

This innovative ad is more than just a gimmick—it reflects Flipkart’s commitment to enhancing customer engagement in unique ways. The ad has already gone viral on social media, sparking conversations and drawing praise for its creativity.

By merging art, innovation, and marketing, Flipkart has managed to create an experience that’s both memorable and shareable. As quick-commerce services grow increasingly competitive, campaigns like this ensure Flipkart Minutes stays top of mind for customers who value speed and convenience.

So, the next time you cry over spilled milk, let Flipkart be the solution—literally and figuratively!