MUMBAI: Phones usually dread the drizzle this one does a dance in it. With the monsoon in full swing, SW Network and Flipkart have tapped into a universal fear wet phones and flipped it on its head with the launch campaign for the Moto G96, a smartphone that’s not just water-resistant, but water-embracing. Armed with an IP68 rating and a Watertouch Display that works flawlessly even when soaked, the G96 became the centrepiece of a cheeky, insight-rich campaign titled “Always a Water Baby.” The phone’s monsoon-proof credentials became an open invitation to throw away the plastic bags and rice bowls and say goodbye to panic-mode hairdryers.
The outdoor campaign went bold and witty hoardings dismissed old-school hacks with lines like “You don’t need these anymore.” In one standout execution, the agency installed a monsoon shelter with the tagline: “While other phones run for cover, I’d stand in the rain for you.” Subtle, it was not but the point was made loud and clear.
Print creatives took gentle digs at waterproof phone pouches still clinging to relevance, while a quirky double-hoarding visual metaphor featured the Moto G96 as “a great catch” literally caught between two billboards.
“Moto G96 doesn’t just survive water, it loves it,” said SW Network co-founder Raghav Bagai. “We wanted the campaign to be playful, visual and instantly relatable. ‘Water Baby’ gave us the perfect language to celebrate this feature without falling into the spec-sheet trap.”
Instead of leaning on technical jargon, the campaign found humour in a shared everyday pain phones and puddles are usually a nightmare pairing. But not this time.
With the G96, SW Network shows once again it knows how to turn product truth into pop culture, proving that even in tech advertising, a little splash of humanity goes a long way.
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