India, 9th october 2025: This Diwali, Flipkart went beyond its Big Bang Diwali Sale and the campaign message of “Yeh Diwali Smartphone Wali” to deliver something far more meaningful, transforming not just how people upgrade their lives, but where they live them.
In a heartfelt extension of its campaign narrative that celebrates how a smartphone upgrade can elevate everyday life, Flipkart took this message to the streets of Dharavi, Kamathipura, and Malvani, bringing real-world transformation to communities often overlooked.
Armed with brooms, lights, and a sense of purpose, Flipkart volunteers turned neglected lanes into festive spaces filled with colour and joy. Through cleanliness drives, beautification efforts, health camps, and the distribution of hygiene and feminine care kits, they ensured that the celebration reached every corner. Flipkart partnered with sociowash, to bring this vision to life, turning the campaign from a concept into real-world impact on the streets of Mumbai.
“Going on ground was tougher than expected, the people were full of apprehensive emotions, as no one had done this for them before. We painted 5,000+ houses, cleaned streets and their smiles made it all worth it. It was truly a transformative experience, not just from a campaign standpoint, but from an impact standpoint as well.”
- Shubham Chawla, Youthbeat Business Head, SW
We started with a vision of adding impact and value 10 years ago. After hearing the joy and gratitude the campaign brought to the team and people of the area, it reminded me why we started this journey. Truly grateful for what we were able to achieve with the brand
- Raghav Bagai, Founder, SW
What began as a campaign about upgrading lifestyles evolved into a movement about upgrading lives, showing that the true spirit of Diwali lies in illumination that goes beyond our screens and homes.
With this initiative, Flipkart reminded us that the smartest upgrade this festive season was not just technological, it was human