ITV

Tag: Pankaj Malani

  • OML flips the script with Moto Edge 60 Fusion’s print-meets-viral campaign

    OML flips the script with Moto Edge 60 Fusion’s print-meets-viral campaign

    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.

  • Flipkart and vivo T4x’s Suvidha Ke Liye Khed Hai sparks viral sensation

    Flipkart and vivo T4x’s Suvidha Ke Liye Khed Hai sparks viral sensation

    MUMBAI: The launch of vivo T4x on Flipkart took an unexpected turn with the Suvidha Ke Liye Khed Hai campaign, conceptualised by creative and entertainment agency Only Much Louder (OML). The campaign quickly captured public attention, becoming a viral sensation and securing the top trending spot on X (formerly Twitter).

    Rather than promoting convenience as a benefit, OML took a fresh approach highlighting the unintended ‘problem’ caused by a device that eliminates everyday struggles. The vivo T4x, powered by a Mediatek Dimensity 7300 Processor and a massive 6500mAh battery, removes common frustrations like lag, buffering, and battery drain, leaving users without an excuse for breaks or distractions. This clever spin resonated widely, sparking conversations across social media.

    Executed through a trans-media strategy, the campaign seamlessly integrated high-impact OOH placements, digital activations, and website integrations to maximise engagement. A standout moment was Flipkart’s playful ‘formal apology’ for making life too easy, which became a major talking point online. Influencers such as Riyaz Ali and Byomkesh joined the conversation, while meme pages like Naughtyworld, Laughtercolours, and The Sarcastic Page amplified the campaign’s reach with viral content.

    OML SVP revenue Pankaj Malani, commented, “We’ve all experienced the frustration of a phone running out of battery at the worst possible moment whether mid-game, during a binge-watch session, or on an important call. Working with Flipkart, we turned this universal experience into an engaging narrative, highlighting how the vivo T4x’s 6500mAh battery ensures uninterrupted usage, leaving no room for excuses.”

    By turning convenience into an unexpected dilemma, the campaign struck a chord with audiences across demographics. The humorous messaging and innovative execution ensured that the vivo T4x launch was not just another product release but a widely shared cultural moment.
     

  • Only Much Louder collaborates with Flipkart

    Only Much Louder collaborates with Flipkart

    Mumbai: Only Much Louder (OML), a market-leading, full-service creative and entertainment business network, has elevated urban commuting through an innovative campaign that offers auto rickshaw rides in Bengaluru for just ₹1. The initiative, which commenced on September 20, launched in collaboration with Flipkart UPI, is part of the highly anticipated Big Billion Days which kicked off yesterday, September 26th, 2024.

    At the core of this campaign is the endeavor to simplify digital payments while alleviating the daily challenges faced by commuters during peak hours. The initiative aligns with Flipkart’s broader strategy towards customer-centricity by integrating its offerings into daily life aimed at positively influencing digital experiences for its user base.

    Recognizing the challenges posed by Bengaluru’s congested traffic and the common preference among auto rickshaw drivers for cash payments, OML developed a comprehensive strategy to support Flipkart UPI in bridging this gap. The campaign was strategically launched across the city during peak office hours, where local auto-rickshaws were equipped with Flipkart’s UPI payment system. To incentivize its utilization, riders were offered up to ₹11 cashback on all UPI transactions, effectively promoting the adoption of digital payments for everyday transactions.

    Pankaj Malani, SVP, Revenue at Only Much Louder said, “Navigating Bengaluru’s traffic during peak hours while finding auto rickshaws that accept digital payments can often feel like winning the lottery. Recognizing this need, we collaborated with Flipkart to ideate and craft this campaign by leveraging the platform’s UPI payment feature to showcase how Flipkart UPI enhances everyday experiences for commuters.”

    The campaign kicked off with an engaging outdoor advertising blitz, featuring banners and witty copy strategically placed across key locations in Bengaluru. OML’s execution and tactics led to the campaign quickly gaining traction, trending at #2 on X (formerly known as Twitter) and attracting the attention of several influencers who helped amplify the excitement across social media.

    This activity translated into a high volume of commuters taking advantage of the ₹1 auto rickshaw rides. Within a span of one hour, several rides were booked, reflecting how the initiative addressed two common issues: the difficulty of finding auto-rickshaws during peak office hours and the hassle of carrying cash. This campaign effectively solved daily commuting challenges while highlighting the ease and practicality of digital payments with Flipkart UPI.

  • OML Entertainment launches ‘As Unique As You’ campaign for Nothing Phone (2a) with Flipkart

    OML Entertainment launches ‘As Unique As You’ campaign for Nothing Phone (2a) with Flipkart

    Mumbai: OML Entertainment, an independent full-service media and entertainment organisation, has upped the ante on smartphone marketing by spearheading the innovative ‘As Unique As You’ campaign for the launch of the Nothing Phone (2a) exclusively available on Flipkart.

    At the heart of the campaign was its core concept, “As Unique As You”, stemming from Nothing’s brand proposition “Powerfully Unique”. OML strategically orchestrated the launch, dividing it into three phases — innovative promotion, interactive user experience and celebrity endorsements with Vijay Varma, Amyra Dastur, Anjali Sivaraman, and Neha Sharma.

    OML Entertainment SVP, revenue Pankaj Malani said, “Our collaboration with Flipkart for the exclusive launch of the Nothing Phone (2a) phone underscores OML’s constant pursuit of innovation and creativity within the media and entertainment sphere. We curated a strategic campaign with OOH media, and celebrity endorsements to ensure a great launch for the Nothing Phone (2a).”

    OML drew a parallel between the individuality of each user and the distinctive features of the Nothing Phone (2a) – emphasising the inherent uniqueness of both.  The first phase of the campaign entailed an outdoor campaign with tongue-in-cheek copy across Mumbai, Delhi, and Bengaluru. This strategy generated significant organic traction for Nothing Phone (2a) on Instagram and Twitter, solidifying its foothold in the Indian smartphone ecosystem.

    OML magnified the message “As Unique As You” and launched a contest where participants could win a Nothing Phone (2a) by sharing what makes them unique along with the hashtag #AsUniqueAsYou. The campaign came to life with user-generated content featured in real life at bus stops. To finally drive the “As Unique As You” message home, in the final phase, OML enlisted the power of celebrity with popular stars – Vijay Varma, Amyra Dastur, Anjali Sivaraman, and Neha Sharma, who used the Nothing Phone (2a) exclusively for a full day.

    The campaign translated into significant sales on the launch day itself with the Nothing Phone (2a) selling 30,000 units in just one hour, doubling to 60,000 within three hours and completely selling out 100,000 units by the end of the day. 

  • MX Player launches interactive film ‘Balcony Buddies’

    MX Player launches interactive film ‘Balcony Buddies’

    Mumbai: Entertainment app MX Player in association with Amazon, exclusively premiered its second interactive film ‘Balcony Buddies’ to celebrate Friendship Day on 1 August. The film is an extension of e-tailing giant’s ‘Har Pal Fashionable’ campaign. 

    The film starring Aisha Ahmed and Amol Parashar is about an accidental friendship between two strangers in lockdown who have only one thing in common – a balcony facing each other, and it celebrates their lockdown friendship like never before. It allows viewers to make fashion choices for the characters and even decide the course of the story. The merchandise can simultaneously be purchased on Amazon.

    “With interactive video, MX has enabled personalising the story to each individual user’s preferences. We are putting the user in control of exploring multiple forks in the story – by generating user curiosity with multiple ‘what-if’ moments that deliver non-linear storylines,” said MX Player, SVP-product, Sidd Mantri elaborating on the product innovation. “We’ve fundamentally disrupted video as a story-telling format that’s remained linear for 100+ years since its invention in the late 19th century.”

    Speaking about the association with Amazon, MX Player’s head of brand partnerships, Pankaj Malani added, “There is an appreciation for brands that invest in content and innovate with their storytelling in order to break through the clutter. We’re delighted to have had this opportunity to collaborate with Amazon to bring alive their ‘Har Pal Fashionable’ campaign in this MX special interactive film. Content today needs to add value and entertain the viewers, and with initiatives like these, we aim to seamlessly integrate the brand voice with content making it a wholesome experience for our large audiences. ”

    https://bit.ly/BalconyBuddies