(This article is authored by Alar)

Flipkart and Amitabh Bachchan are in trouble for their latest ad campaign that promotes the Big Billion Days sale. The ad claims that the best deals and discounts on mobile phones are only available on Flipkart and not in offline stores. This has angered the Confederation of All India Traders (CAIT), who have filed a complaint with the Ministry of Consumer Affairs against the e-commerce giant and the Bollywood superstar.

CAIT, which represents millions of offline retailers across India, has accused Flipkart of indulging in unfair trade practices and misleading consumers. They have also expressed their “deep disappointment” in Amitabh Bachchan, who they said has betrayed the trust of his fans and the retail community by endorsing Flipkart’s “frivolous” claim.

CAIT has written a letter to Amitabh Bachchan, informing him about the misleading claims and asking him to withdraw from the ad campaign. They wrote, "We are highly disheartened to witness your recent advertisement for Flipkart, where you claimed that deals and offers are not available at shopkeepers, thereby misleading and influencing customers…,”.

They have also filed a complaint with the Central Consumer Protection Authority (CCPA) of the Ministry of Consumer Affairs, seeking action against Flipkart and Amitabh Bachchan for violating the Consumer Protection Act, 2019. It has requested the ministry to instruct Flipkart to suspend the advertisement and impose a fine of Rs. 10 lakh on Flipkart and  Amitabh Bachchan as well.

The Big Billion Days sale is one of the biggest online shopping events in India, where Flipkart offers huge discounts and offers on various products, especially smartphones. The sale is scheduled to start from October 10 and will last till October 14.

The ad war between Flipkart and CAIT has sparked a debate on social media, where some users have supported Flipkart’s claim, while others have sided with CAIT and offline retailers. Some users have also questioned Amitabh Bachchan’s credibility and ethics for endorsing Flipkart’s ad.