Ad Campaigns
OML flips the script with Moto Edge 60 Fusion’s print-meets-viral campaign
MUMBAI: When was the last time a newspaper ad made you do a double-take and go viral? That’s exactly what happened when Only Much Louder (OML) launched a full-throttle campaign for the Moto Edge 60 Fusion, which hit Flipkart on 9 April.
Equal parts clever, cheeky and culturally bang-on, this multi-platform stunt didn’t just advertise a phone – it slapped every flat-screened competitor across the face with a broadsheet.
At the centre of the spectacle? A full-page optical illusion in The Times of India that made the page look curved.
The punchline: “Although it may seem curved, this newspaper page is still flat – just like most ‘quad-curved’ phones.”
Boom.
The ad landed like a mic drop, playfully mocking the pretenders while spotlighting the phone’s standout feature – a true all-curved 1.5K immersive display.
And the internet? It did what the internet does best: ran wild.
Within hours, meme lords like ‘therealshitgyaan’ and ‘BCBilliofficial’, as well as ‘Twitterati’ favourites like Sagarcasm and Gaurag, jumped on the trend. On LinkedIn, brand nerds Ashish Jhunjhunwala and Shitiz Dogra gave it the ol’ standing ovation for making “an old-school medium” pop again. The buzz generated a whopping 60 million+ impressions and sent #MotoEdge60FusionOnFlipkart straight to the top of X.
But wait, there’s more.
OML took the message beyond print with billboards screaming, “Your life is not boring, your display is.” A cheeky jab at humdrum smartphone screens, delivered with street-level sass.
Then came a short digital film tapping into modern dating woes – where the only thing faker than a bio is the person’s display pic. Cue the hero: the Moto Edge 60 Fusion, armed with the world’s first true-colour camera.
Finally, someone who looks like their profile picture.
What a concept.
OML SVP – revenue Pankaj Malani explained the thinking behind the creative blitz, “At OML, we focus on creating cultural moments by identifying real consumer pain points and addressing them through creativity. When it came to the Motorola Edge 60 Fusion, the idea was to spark curiosity and invite people to question what they see and experience. We didn’t just want to highlight the phone’s standout features—we wanted to tell a story that builds an emotional connection and shapes how people perceive technology.”
It worked.
The whole thing – the illusions, the memes, the billboards, the content creator love – stitched together a campaign that was far from formulaic. No dry spec sheets or droning product reveals here. Just smart hooks, viral bait, and a splash of satire.
Exclusively available on Flipkart from 9 April, the Moto Edge 60 Fusion starts at Rs 20,999. Affordable, curvy, and apparently self-aware, this phone isn’t just bending screens – it’s bending the rules of marketing too.
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
