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.
