Kartik Iyer and Praveen Das, 

The ad campaign called ‘No Kidding, No Worries’ for Flipkart in 2011 has become the gold standard for e-commerce TV advertising. The duo met at Ogilvy & Mather and started Happy Creative in 2007. Their first Flipkart TV campaign, ‘The Granny and The Mouse’, didn’t bring in consumers, but they (and Flipkart) realised ads have to educate. In the ‘No Kidding’ campaign, Flipkart’s marketing chief Ravi Vora wanted each of the four ads to focus on one unique service benefit, like cash-on-delivery to tackle the fear of losing money. Kids with adult voiceovers attracted attention. The campaign led to a surge of clicks on Flipkart, changing its story forever. Even today, the company contributes 50% of Happy Creative’s billings.