What it had to solve
Create something people would genuinely want to participate in for the Galaxy F06 5G's Flipkart launch — entertainment plus engagement, not ads.
How it works
Ayushmann Khurrana's film kicked off the challenge; influencers Jannat Zubair and Faisu amplified it; dance crews like MJ5 and Piyush Bhagat joined in. An unexpected Flipkart app glitch was turned into a meme moment, and digital billboards ran inclusive lines like 'Be it Maa G or Papa G or Beta G'.
What it did
No metrics published. Meme pages and influencers kept generating content around Samsung Galaxy F06 5G searches on Flipkart, and the agency called it a cultural moment that spread from social feeds to dance floors and billboards.
Background
For the Samsung Galaxy F06 5G's launch on Flipkart in February 2025, agency SW Network built the campaign around an eyebrow dance challenge designed to become a social movement rather than a set of ads.
The centrepiece was a film featuring Bollywood star Ayushmann Khurrana doing the eyebrow dance, which kickstarted a wave of participation from influencers Jannat Zubair and Faisu (Faisal Shaikh), dance crews such as MJ5 and Piyush Bhagat, and everyday users. The agency also capitalised on an unexpected Flipkart app glitch — searches for the phone returning memes instead of results — turning it into an organic meme moment that spread across social platforms.
The campaign extended to eyebrow transformation trends, the signature track seeded into dance communities, and digital billboard campaigns across cities carrying 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'.
Why it lands
The gesture is copyable at zero cost: an eyebrow move plus a track gives every participant a ready-made format.
Owning the glitch instead of hiding it converted a product-launch embarrassment into reach the brand didn't pay for.
Billboards spoke to families ('Maa G or Papa G or Beta G'), widening a youth-challenge format to the whole household.
What you can take
A launch move anyone can copy — one gesture, one track — turns media spend into participation, and even a bug becomes content.
Since then
The campaign ran in February 2025 around the F06 5G's Flipkart launch. No sales or participation figures were published.
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