In a unique marketing initiative, Flipkart collaborated with SW Network, an integrated advertising agency, to launch India’s first mall floor doodle activation. The campaign, designed to highlight the built-in stylus of the Motorola Edge 60 smartphone, transformed the courtyard of Nexus Select Citywalk in Saket, New Delhi, into a live art installation.
Artists wielding a giant stylus installation created real-time doodles directly on the mall floor, turning it into a massive interactive canvas. The engaging display attracted scores of onlookers, who stopped to capture the moment, sharing photos and videos across social media platforms. This live art performance enabled the campaign to transcend physical boundaries, sparking widespread digital engagement.
The activation didn’t end at the mall. A follow-up newspaper jacket ad invited readers to try the stylus for themselves, bridging the experience between physical and print media.
Raghav Bagai, Co-founder, SW Network, commented on the activation, saying, "We believe creative ideas should solve real business needs. In this case, highlighting the stylus, quite literally, made the brand stand out and got people to sit up and take notice of an otherwise cluttered category. Mission accomplished."
Shubham Chawla, Director - Youthbeat, SW Network, added, “What looked like a simple doodle on the floor was actually the result of 12 hours of relentless effort and planning. But that's the thing with good ideas, they often appear effortless, but making them real takes a whole lot of hard work behind the scenes.”
In an environment where brands are constantly seeking new ways to stand out, this campaign demonstrated the power of timing, creativity, and the right platform—all coming together seamlessly.
