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.