Spirituality

Flipkart hires numerologist Sanjay B Jumaani for Big Billion Days shopping campaign

Flipkart has brought in numerologist Sanjay B Jumaani for a campaign built around The Big Billion Days, inviting shoppers to discover promotions determined by numerical values associated with their names, according to MediaBrief. Conceptualised by McCann, the campaign plays on the question "What's in a name?" by having customers input their name into a dedicated microsite that determines a numerology score from the spelling and reveals the discount tied to it, MediaBrief reports.

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Jumaani and McCann on the idea's origin#

Sanjay B Jumaani said individuals have long wondered about the meanings encoded in their names, and that curiosity has grown over the years into deeper interest in numerology, according to MediaBrief. He called it heartening that Flipkart has given numerology "such a prominent place" in the sale, adding that the campaign brings the practice "to a wider audience in a light-hearted, personal way," MediaBrief reports.

McCann group creative directors Gagandeep Bindra and Rahul Arcot said the idea began with the observation that people are fascinated by their names and what they might signify, per MediaBrief. They said the Jumaani family has been instrumental in establishing numerology as a mainstream practice in India, which made Sanjay B Jumaani their first choice for the concept, MediaBrief reports. The campaign runs across Meta and Google platforms, with select OTT coverage, from September 25 through early October 2026, according to MediaBrief.

Numerology is described by Wikipedia as belief in an occult or mystical relationship between numbers and metaphysical ideas, including the study of numerical values assigned to letters in names, a form known as onomancy that is often linked to astrology and other divinatory practices.

Where this fits in the Big Billion Days run-up#

The numerology campaign follows a separate Flipkart push in Kolkata, where sale messaging appeared on buses travelling through BBD Bagh, playing on the area's initials matching the shopping festival's name, according to Open Magazine. BBD Bagh was formerly Dalhousie Square and now honors Benoy Basu, Badal Gupta and Dinesh Gupta, revolutionaries tied to the 1930 attack on Writers' Building, Open Magazine reports.

On the sale itself, Flipkart opened Early Bird Deals on September 24 covering smartphones, laptops, TVs, smartwatches and appliances, with some prices still to be revealed closer to the main event, according to Hindustan Times. The main Big Billion Days sale begins October 9, 2026, with early access for Flipkart Plus, Flipkart Black and Flipkart Credit Card members starting October 8, per Hindustan Times and India Today.

Flipkart has also confirmed bank offers, including discounts reaching 10 percent for immediate deductions when customers use select Axis Bank and ICICI Bank cards, and 10 percent cashback on a first transaction through Super.money by Flipkart, according to Hindustan Times and India Today.

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