Flipkart’s innovative front-page ad in the Hindustan Times on Sunday turned a traditional newspaper into an interactive experience. By swiping a wet tissue over the page, readers revealed hidden messages that cleverly showcased Flipkart’s 10-minute delivery promise. The playful design allowed the message to reappear after a short wait, adding an element of discovery and reinforcing Flipkart’s commitment to fast delivery. It quickly became a conversation starter, prompting viewers to comment, “Doodh ka doodh, paani ka paani!”
The ad’s creative and interactive nature transformed an ordinary newspaper experience into a mini science experiment, delighting readers with a sense of surprise as they enjoyed their morning coffee.
Take a look at the ad:
Social Media Reactions
The ad gained widespread attention on social media, where users lauded its innovative approach. Khushi Sahetai shared a clip of the ad on LinkedIn, commenting, “Print isn’t dead, rote execution is. Flipkart Minutes’ latest ‘spilt milk’ ad proves traditional media can evolve. With an interactive reveal, it highlights how print media can still surprise and delight. In a digital-first world, print still has a strong role—but only when innovation leads.”
On X (formerly Twitter), users expressed their appreciation as well. One wrote, “For those who were saying that print media is dying, print media will rule for another decade.” Another echoed, “Print isn’t dead, stale ideas are. Flipkart Minutes’ ‘spilt milk’ ad shows how traditional media can innovate and inspire. Print can still surprise and engage audiences in a digital-first world.”
An impressed viewer commented, “I’m impressed by Flipkart’s recent ad showcasing the innovative use of a slightly textured paper and the clever tagline ‘10 minute me ye sab replace ho jaega’ (This will all be replaced in 10 minutes).”
Flipkart’s campaign proved that with creativity, print media can still engage and surprise audiences in today’s digital-first world, showing that traditional formats still have a place—if innovation is at the heart of the approach.
