Flipkart has launched a new Instagram campaign involving the traditional Indian game of Antakshari. In association with Dentsu Webchutney, the Indian ecommerce giant has introduced the game to Instagram as part of their 'Never Ending Trending' campaign. As part of the trend, users are encouraged to post images of themselves in various bits of clothing, describe the clothing, and nominate a friend to do the same whose description must begin with the same letter that the previous user's description ended with. The campaign included 15 fashion influencers who nominated each other, which drove engagement and allowed users the opportunity to win vouchers from Flipkart if they entered. Flipkart's marketing director said that the campaign was as a result of the company always looking to “innovate on social media and engage with customers in fresh ways”.