e-commerce
Flipkart raises eyebrows with viral Samsung F06 5G campaign
MUMBAI: Flipkart’s launch of the Samsung F06 5G wasn’t just another product drop, it became a nationwide sensation, thanks to SW Network’s innovative marketing playbook. From viral dance challenges to meme-worthy moments, the campaign blended entertainment with engagement, turning a smartphone release into a social media spectacle.
At the centre of the buzz was a film featuring movie star Ayushmann Khurrana, whose signature eyebrow dance challenge quickly caught fire on social media. SW Network didn’t stop there—it roped in digital content creators Jannat and Faisu, fuelling a viral ripple effect that swept across Instagram and Tiktok.
Taking the campaign beyond screens, SW Network orchestrated billboard takeovers with quirky, 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.’ The campaign also saw dance communities adopting the eyebrow challenge, blending entertainment with mass engagement.
“Our goal was to create something more than an ad—something people wanted to be part of,” said SW Network co-founder Raghav Bagai. “The eyebrow dance challenge became a cultural moment, and seeing influencers, dancers, and everyday users embrace it validated our approach.”
Flipkart associate director – category & central marketing Ekta Checker said, “Working with SW Network, we turned a product launch into a movement that connected with consumers in unexpected ways. Their deep grasp of meme culture and social trends ensured the excitement spread everywhere—from social feeds to dance floors and digital billboards.”
In a stroke of agile marketing genius, the agency capitalised on a Flipkart app glitch, spinning it into a viral meme trend. What started as an unexpected bug turned into an organic social media storm, with influencers and meme pages jumping on board to create content around Samsung F06 5G searches on Flipkart.
e-commerce
Flipkart rolls out 105 per cent bonus for 20,000 employees
Strong FY25 performance drives payouts even as layoffs and shifts unfold.
MUMBAI: In a year where belts were tightened and rewards loosened, Flipkart seems to be playing both offence and defence trimming roles on one hand while handing out a generous 105 per cent bonus on the other. The Walmart owned e commerce major has rolled out a 105 per cent bonus payout for 2025, covering nearly 20,000 employees, signalling a year of steady operational momentum even as the company navigates restructuring pressures. The payout, communicated internally by chief human resources officer Seema Nair, is tied to performance across key metrics including growth, operational efficiency, financial outcomes and people indicators, a combination that suggests the company is inching closer to its long stated goal of sustainable profitability.
Employees at SD level and below are set to receive their bonuses in March, while payouts for senior leadership, including vice presidents and senior vice presidents, will follow after the close of the performance cycle. The elevated 105 per cent multiplier stands out in a sector where cautious payouts have increasingly become the norm, pointing to what appears to be a relatively strong internal scorecard for FY25.
Yet, the announcement arrives with a noticeable contrast. Earlier this year, Flipkart reduced its workforce by around 300 roles as part of its annual performance review process. While officially framed as performance driven, the juxtaposition of layoffs alongside above target bonuses reflects a more nuanced balancing act, one that prioritises cost discipline while continuing to reward and retain high performing talent.
This dual approach is becoming increasingly common across the technology and e commerce landscape, where companies are navigating an uneven hiring environment while under pressure to deliver profitability. Rewarding top contributors, even amid selective workforce reductions, allows firms to maintain morale and retain critical talent without losing sight of financial prudence.
At the same time, Flipkart is also undergoing leadership shifts that hint at a broader strategic recalibration. Nishant Verman has been appointed senior vice president for corporate development and partnerships, while group chief financial officer Sriram Venkataraman is set to step down. Ravi Iyer will take on expanded responsibilities within the finance function, marking a reshuffle at the top as the company gears up for its next phase.
These changes come amid reports that Flipkart is planning to shift its holding structure back to India, a move widely interpreted as groundwork for a potential public listing. While timelines remain fluid, the combination of stronger financial discipline, leadership restructuring and employee incentivisation suggests a company preparing itself for greater scrutiny and scale.
For employees, the 105 per cent payout offers a welcome boost in what has otherwise been a period of adjustment. For Flipkart, it is a signal that even as it cuts where necessary, it is willing to spend where it counts. In the high stakes game of growth versus profitability, the company appears to be hedging its bets carefully, rewarding performance while reshaping itself for what could be its most defining chapter yet.
