Bengaluru – June 09, 2026: Flipkart Group, India’s homegrown e-commerce marketplace, through Flipkart and Myntra, today announced that it has joined as a Meta affiliate partner to scale creator-led commerce in India by making product discovery and shopping more seamless for customers.

The partnership enables creators to discover and tag products from Flipkart and Myntra directly within their posts and Reels through affiliate integrations, making it easier for consumers to discover and shop for products seamlessly. The partnership launches on Facebook, with Instagram as the next phase of a planned rollout across Meta’s platforms.

Flipkart Group identified this shift in consumer behaviour two years ago and has been systematically building for it through investments in creator infrastructure, content-led commerce, and platforms like Creatorhood and Affluencer.

The partnership underscores the broader shift in how digital commerce is evolving in India: from search-led transactions to discovery-led, creator-influenced shopping. As social platforms become important discovery destinations, especially for GenZ customers, the Flipkart Group is bringing together content, creators, brands, sellers and trusted commerce infrastructure.

For shoppers, the experience is simple: they see a product in a creator’s post or Reel, tap the product tag, and complete the purchase on Flipkart or Myntra. For creators, it creates a structured way to turn recommendations into income by earning commission from sales generated from their posts. For brands and sellers, it opens up a new route to reach high-intent audiences through content that is more contextual, authentic and culturally relevant.

Empowering India’s Creator Economy
The initiative puts creators and customers at its core, and reflects the growing influence of creators in shaping how young consumers discover, evaluate and shop online. As social platforms become primary discovery destinations, especially for GenZ consumers, creator recommendations carry real purchase influence. The Flipkart Meta affiliate partnership is designed to formalise and scale this dynamic, creating a structured, accessible path for creators of all sizes to participate in commerce, and for their audiences to shop from the content they already engage with.

India’s shopping behaviour is shifting rapidly. According to the ‘How India Shops Online 2026’ report by Flipkart and Bain & Company, GenZ now accounts for 40%–45% of India’s e-retail shoppers and drives nearly half of incremental e-retail orders, with influencer-led discovery and social content playing an increasingly significant role in purchase decisions  across categories, from fashion and beauty to gadgets and lifestyle, and across both metros and non-metros.

Value Across the Ecosystem
For Consumers: It enables a frictionless path from discovery to purchase. Shoppers see a product in a creator’s post, tap the tag, and buy directly on Flipkart or Myntra, in a shopping experience anchored in content they already trust.

For Creators: A new, accessible income stream tied directly to the content they already create. Creators can discover and tag affiliate products in posts and Reels, earn a commission on every sale, and manage everything from one dashboard. The program is open to micro and nano creators, not just established influencers, broadening monetisation access across the creator community.

For Brands and Sellers: As India’s e-commerce ecosystem continues to expand, this partnership will create substantial opportunities for MSMEs, entrepreneurs, and sellers by helping them improve product visibility, expand market access, and connect with new consumer segments through creator-led engagement. Brands and sellers can select which products to feature, set their own commission rates, and reach high-intent audiences through recommendations that are more authentic and contextual than traditional advertising.

Commenting on the launch, Ravi Iyer, CFO, Flipkart Group said, “Two years ago, Flipkart recognised that GenZ was rewriting the rules of Indian retail. That discovery was moving from search bars to social feeds, and that creators were becoming the new storefront. This partnership with Meta is a natural extension of that conviction. It gives creators a direct path from influence to entrepreneurship, and offers brands a way to reach consumers through content that feels real, not advertised.”

Arun Srinivas, Managing Director and Country Head of Meta India said, “India is one of the most exciting creator economies in the world, and this partnership with the Flipkart Group reflects our commitment to making that opportunity real for creators of every size. By bringing together Meta’s discovery platforms and Flipkart’s marketplace infrastructure, we are creating a direct path from inspiration to income and helping businesses reach consumers through content that feels authentic, not advertised.”

The Flipkart Meta partnership marks the beginning of a deeper integration between social discovery and trusted marketplace infrastructure in India. As creator commerce scales, Flipkart Group is positioned to be the platform where that discovery converts, across categories, across markets, and across every tier of the creator economy.

KOLKATA, April 8, 2026: PromotEdge, a Kolkata-based integrated marketing and branding agency, has been in business for 11 years. This represents ten years of consistent development, increased global reach, and ongoing investments in creating a full-spectrum marketing ecosystem.

Since its founding in 2015, PromotEdge has grown from a local creative firm to a full-service marketing partner that works with companies in India and other countries, such as the US, Canada, Australia, and the Middle East. With operational hubs in the US and Canada, the agency continues to expand its global reach as it approaches its 12th year through its international platform, PromotEdgeDigital.

PromotEdge has worked with over 200 businesses in various industries and regions over the last eleven years. The firm focuses on creating pertinent and scalable brand solutions for customers across industries, guided by its “Digitally Desi” philosophy, which combines cultural awareness with data-driven execution.

The company provides comprehensive marketing services in the areas of web solutions, digital marketing, creative design, brand planning, and audio-visual production.

In its eleventh year, PromotEdge developed branded IPs and content series for the automotive and industrial sectors, produced audio-visual content for international sporting organisations like the Fédération Internationale de Volleyball, strengthened its performance marketing capabilities across quick-commerce platforms, and delivered influencer-led campaigns for FMCG brands.

In order to assist the expanding D2C ecosystem and digital-first brands, PromotEdge has recently increased the scope of its performance marketing capabilities. The agency provides quantifiable results on platforms like Zepto, Blinkit, Flipkart, and Swiggy Instamart while working with companies in a variety of categories, including fashion, personal care, food and beverage, and home goods.

The D2C-focused marketing firm Fizzle Digital’s operations have been incorporated into PromotEdge’s performance marketing strategy in an effort to bolster this sector. The agency’s performance marketing segment is currently led by its founders, Avi Saraf and Jhalak Agarwal.

PromotEdge continues to service B2B clients in industries like steel, energy, engineering, and infrastructure in addition to its expanding D2C focus.

Through the introduction of new platforms and collaborations, the agency has also gone beyond traditional services in recent years.

DesiMachines is an online marketplace dedicated to finding, contrasting, and financing heavy engineering and construction equipment in India. The platform, which is supported by PromotEdge, has filled important holes in the infrastructure equipment ecosystem by onboarding two financial institutions and six top OEMs.

Additionally, the agency established Pexora, a joint venture with Prodigy that focuses on workspace design, branding, and experiential marketing in Eastern and North Eastern India. With its exclusive East India relationship with Xtreme Media for active digital LED display solutions, Pexora also signifies the agency’s entry into the Digital Out-of-Home (DOOH) market.

Extending its vision beyond marketing into experience-led ventures, PromotEdge also nurtures The Trip Space, a boutique travel brand that, over the past five years, has quietly emerged as a trusted name among discerning HNI travellers, curating bespoke, design-forward journeys across the globe with a strong emphasis on personalisation and elevated luxury.

PromotEdge CEO Saurav Agarwal commented on the achievement, saying, “PromotEdge has always been built with a long-term vision, not just as a service provider but as a partner that evolves with changing market needs. This strategy is shown in our growth into other markets, ongoing performance marketing investments, and the creation of platforms like DesiMachines and Pexora. Our goal is still to develop skills that provide our clients with long-term value.”

PromotEdge will concentrate on growing its global clientele, growing its D2C and performance marketing capabilities, investing in AI-enabled marketing solutions, and fortifying its platform-led initiatives and alliances as it approaches its twelfth year.

·         Campaign link: https://www.instagram.com/reel/DUk89fxjPEw/?igsh=N2R5M2p5Mm9zNjRx 

India, 11th February 2026: This Valentine’s Day, boAt, India’s No.1 audio wearable brand, partners with Instamart to turn last-minute gifting into a moment of meaning with the launch campaign for boAt Chrome Iris – an ultra-slim smartwatch crafted for effortless everyday elegance.

Rooted in a relatable insight around modern relationships, the campaign challenges the age-old notion of Valentine’s gifting. Every year, countless men scramble at the last moment – not due to lack of care, but because of a misunderstanding of what their partners truly want. Through a Gen Z – friendly Instagram reel, boAt and Swiggy Instamart flip this narrative, highlighting that for women, Valentine’s gifting isn’t about grand gestures – it’s about practical, thoughtful choices that elevate everyday life.

The campaign film features comedian and creator Gursimran Khamba alongside his wife Ismeet Kohli, capturing a familiar conversation many couples recognise. The film opens with Ismeet asking, “Do you know what I want for Valentine’s Day this year?”, met by Khamba’s confident, self-assured response. As he leans into predictable stereotypes – assuming she wants something pretty and sparkly – Ismeet calls him out, redirecting the conversation to its core truth: women value intent, understanding, and usefulness over clichés.

The narrative pivots from “pretty” to “pretty and smart,” culminating in Khamba finally getting it right – “Arey nahi, I’ve got something pretty and smart for you.” Enter the boAt Chrome Iris smartwatch, ordered at the last minute on Instamart and delivered just in time, reinforcing the message that even when time is short, thoughtfulness never has to be.

Designed for women who appreciate refined aesthetics, lightweight comfort, and meaningful wellness tracking, the boAt Chrome Iris features a sleek, ultra-slim profile that blends seamlessly into everyday routines. The smartwatch offers Bluetooth calling, customisable cloud-based watch faces, intuitive controls, and essential health and wellness features – making it as functional as it is elegant.

Commenting on the campaign, a boAt spokesperson said, “At the heart of this campaign is a simple truth – women aren’t looking for extravagant gestures or clichés; they’re looking for meaning. When gifting is rooted in understanding and intent, even last-minute surprises can become truly memorable.”

Anchored in relatable humour and real couple dynamics, boAt’s Valentine’s Day campaign reflects a shifting Gen Z perspective on romance – where love is expressed not through spectacle, but through thoughtful gifts that fit naturally into daily life.

The boAt Chrome Iris smartwatch is available in multiple colours and can be purchased on Instamart, and boat-lifestyle.com, and select retail stores across India at an MRP of INR 3,499.