MUMBAI: When it comes to grabbing eyeballs, Flipkart and SW Network didn’t just think outside the box they drew outside the lines. In a bold and brilliantly visual activation, Flipkart collaborated with integrated advertising agency SW Network to bring the Motorola Edge 60's stylus feature to life, literally. Shoppers at Nexus Select Citywalk in Saket, New Delhi, were treated to a live art performance, where artists wielded a giant stylus to doodle directly onto the mall courtyard, transforming the bustling shopping hub into a buzzing, open-air sketchpad.

The larger-than-life installation drew crowds who watched in awe, snapped selfies, and shared the experience online turning an offline moment into a digital wave. By highlighting the stylus feature in such a hands-on and artistic way, the campaign cleverly bridged functionality with flair.

SW Network Co-founder, Raghav Bagai commenting on the campaign said, "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.”

SW Network, director of youthbeat Shubham Chawla said, “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.”

The activation didn’t end at the mall. A newspaper jacket ad carried the campaign further, inviting readers to try the stylus themselves, extending the experience across media and minds.

In a market where campaigns often blur into one another, this one scribbled its way into consumer consciousness showing that a bit of creativity (and a really big pen) can go a long way.