Flipkart's Hack Day - an annual event - attracted a lot of eyeballs when talked about on social media. However, Flipkart wanted to use it as a hook to engage potential talent and promote Flipkart's innovation-centric work culture among them. The objective was to create a report that documented the various happenings of Hack Day so as to ensure the audience got a complete view of how things work at Flipkart, in addition to reinforcing the company's image as one that is committed to using technology to change the world.

The campaign was initiated with subtle teasers that piqued the curiosity of the audience about the event.

The report itself was crafted like a post-war de-classified document with journalistic writing and imagery that was not far from the real look of similar document. Subtle touches such as coffee mug marks were included too in order to enhance the theme. Photographs were showcased as if taken during a sting operation, and the overall look and feel exaggerated in keeping with the audience's taste for sensationalism.