Flipkart’s obituary-style Freedom Sale ad sparks backlash

Flipkart is facing backlash over a print advertisement for its Freedom Sale that borrowed the visual format of obituary notices. The ad placed photographs and personal details of living individuals inside memorial-style boxes, with a line declaring the brand was "not sad at all," followed by copy suggesting that while the people featured would go on living, Flipkart's deals were about to disappear as the sale entered its final day.

The campaign drew swift criticism on social media, with many users calling the concept insensitive and inappropriate. Author and columnist Shobhaa De was among the most vocal critics, describing the ad as "self-serving, disgusting and insensitive" and urging consumers to boycott the platform.

The most self-serving, disgusting and insensitive ad ! How dare you @Flipkart . Shame on you !! Hope your "sale " flops and consumers boycott you!#flipcart #sale #freedom pic.twitter.com/8eJ9Ft1Xkj

— Shobhaa De (@DeShobhaa) August 16, 2026

It remains unclear whether the individuals featured in the ad are real people or AI-generated. Several users speculated that the visuals may have been artificially generated, though the core of the criticism centred less on that question and more on the use of death and memorial imagery as a sales device.

One user said the entire creative team and agency behind the ad "deserves to be sacked," adding that those who approved it should also face consequences. Another argued that the campaign failed to leave "normal people with dignity in death," calling it insensitive and inhuman.

I agree with you @DeShobhaa this disturbed me too. It’s making a mockery of the most sensitive and painful event when someone dear to us passes away. Thank you for speaking out. Anyways flipkart is a flop. That’s why they’re dying to get attention pun unintended

— Advocate Anil DSouza (@AnilDesouza) August 17, 2026

Is this real!!! Gosh who are these people and which generation thinking the elders are irrelevant!!! What are we becoming?

— PAMELA BANERJEE (@pamstayz) August 16, 2026

If it’s true it’s ridiculous , insensitive , too low a stoop , a new low for business ethics if flipkart is aware such a thing exists

— J Nivas (@nivastalks) August 16, 2026

Not everyone agreed with the criticism. One commenter defended the ad as attention-grabbing and questioned who exactly it was insensitive to, noting the images were AI-generated. Another user pushed back, arguing that even if the visuals were artificial, using death as a premise to promote a sale remained "regressive" in spirit.

This isn’t absurd . I think you don’t understand English and humour. What an amazing ad and perfect placement . It’s all fun much better than humans who nothing but curse , fight , vulgar , politics , religions , fan wars .

— ReddyHyderabad ???? (@DesiDaddy_Reddy) August 16, 2026

These are AI-generated images, not real people.
Personally, I didn’t find this insensitive at all.

— Salman (Mohd Ali Shaikh) (@salman3126) August 16, 2026

These aren't obits. These are non-obits, made to look like obits. I find them quite clever. I'm not sure who they are being insensitive to. To be offended by clever, living tributes to living persons (that too imaginary), oh boy! We definitely need a thicker skin.

— Juhi (@juhi81) August 16, 2026

Flipkart has not publicly addressed the backlash or clarified which newspaper editions carried the advertisement.