India, Oct. 8 -- In the clutter of the sale season, where brands are competing for attention across every possible surface, Flipkart and Philips have taken the message somewhere unexpected: underwater.

The collaboration brings the two brands together for an unconventional outdoor activation around Flipkart's Big Billion Days, with Philips' products and the campaign's "Soooooo Good Deals" messaging placed beneath the water at Gorai.

What makes the activation particularly striking is how far it moves away from the usual sale season visual language. Instead of another billboard competing for attention on a busy road or digital screen, the Flipkart x Philips message becomes something people have to actively look for.

The unusual placement ...