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.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
