New Delhi, Aug. 16 -- An advertisement for e-commerce platform Flipkart's Freedom Sale in a newspaper is facing heat for being "self-serving, disgusting, and insensitive".

The ad mimics traditional Indian newspaper obituary pages under the headline "WE AREN'T SAD AT ALL," featuring photos and notices of living people described as alive and well, with lines tying into online shopping urgency before "our deals will soon leave."

Shobhaa De, a prominent journalist, brought Flipkart's ad to netizens' attention and urged consumers to boycott the e-commerce platform.

"The most self-serving, disgusting and insensitive ad! How dare you, @Flipkart. Shame on you !!" she wrote on X, alongside a picture of the ad. "Hope your 'sale' flops and consum...