Bengaluru: SW Network has turned the Samsung F06 5G launch on Flipkart into a nationwide cultural phenomenon with an innovative eyebrow dance challenge. The campaign highlights the agency’s mastery in creating culturally resonant, multi-channel marketing strategies that seamlessly combine entertainment and engagement.
At the core of the campaign was a film featuring Bollywood star Ayushmann Khurrana, whose participation ignited a social media movement. The agency further amplified the campaign through strategic collaborations with digital influencers Jannat and Faisu, triggering widespread buzz across social media platforms.
In a remarkable display of agile marketing, SW Network capitalised on an unexpected Flipkart app glitch, transforming it into a viral meme moment that sparked organic conversations online. The glitch became a meme sensation, as influencers and meme pages joined in to create content around Samsung Galaxy F06 5G searches on Flipkart.
The campaign’s reach expanded across various consumer touchpoints, including eyebrow transformation trends and integration of the campaign’s signature track into dance communities. Additionally, SW Network created impactful digital billboard campaigns in key cities, featuring inclusive messaging like “This phone is for everyone and everyone is having fun with it. Be it Maa G or Papa G or Beta G.”
“Our goal was to create something beyond traditional advertising. Something people would genuinely want to participate in,” says Raghav Bagai, Co-Founder of SW Network. “The eyebrow dance challenge evolved into a cultural moment that truly resonated nationwide. Watching influencers, dance communities, and everyday users embrace it and make it their own validated our approach of blending entertainment with engagement.”
Ekta Checker, Associate Director – Category & Central Marketing at Flipkart, commended the campaign’s success: “Working with SW Network, we transformed a product launch into a movement that connected with consumers in unexpected ways. Their deep understanding of social trends and meme culture ensured the excitement spread everywhere from social media feeds to dance floors and billboards.”
This campaign reinforces SW Network’s position as a creative powerhouse in digital marketing. It showcases the agency’s expertise in turning product launches into cultural movements through strategic influencer partnerships, trend optimisation, and integrated marketing approaches.
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