Only Much Louder (OML), a leading full-service creative and entertainment network, has successfully executed the ‘Suvidha Ke Liye Khed Hai’ campaign for the launch of the vivo T4x on Flipkart. The campaign, which highlights the smartphone’s impressive performance, resonated with audiences nationwide, sparking widespread buzz and securing a #1 trending position on Twitter.
While many brands typically promote convenience as a key advantage, OML’s campaign took a unique approach by subverting traditional product messaging. In an era where smartphone users frequently face issues like lag, buffering, and battery drain, the vivo T4x, powered by a MediaTek Dimensity 7300 Processor and a substantial 6500mAh battery, eliminated these common frustrations. This clever twist sparked relatable conversations among users and elevated the campaign’s reach.
The campaign’s trans-media execution ensured a seamless message across multiple platforms. High-impact out-of-home (OOH) placements generated interest offline, while digital activations and website integrations extended the conversation online. The playful ‘formal apology’ issued by Flipkart, which humorously acknowledged the phone’s convenience, served as a key content hook, driving engagement and amplifying the campaign across various social media platforms. This strategy resulted in an immediate surge of attention, with influencers such as Riyaz Ali and Byomkesh, alongside viral memes from pages like Naughtyworld, Laughtercolours, and The Sarcastic Page, helping to push the campaign to the top of Twitter trends.
Pankaj Malani, SVP of Revenue at Only Much Louder, commented, “Running out of battery at the worst possible moment, whether in the middle of a game, a binge-watch session, or an important call, is a struggle we’ve all faced. With this insight, we partnered with Flipkart to bring vivo T4x into the spotlight, showcasing how its powerful 6500mAh battery ensures that life runs uninterrupted, no excuses needed.”
The campaign stemmed from a simple yet compelling idea—technology is meant to remove barriers, but what happens when it removes them entirely? With the vivo T4x’s standout performance capabilities, users were forced to face an unexpected ‘problem’—no more excuses. This became the core of the campaign’s playful messaging: We’re sorry for making life too easy. By framing convenience as an engaging storytelling element, the campaign successfully captured attention across diverse demographics.
