SW Network executed a 360° campaign for Flipkart and Motorola, in collaboration with Swarovski, to launch the limited-edition Motorola Razr 60 and Moto Buds Loop Swarovski Edition. SW Network designed a campaign stretched across pre-launch buzz, a fashion-tech runway event, and post-launch amplification, culminating in an exclusive drop on Flipkart during the Big Billion Days Sale. SW Network managed all aspects of event production, from venue design to talent coordination and post-event amplification.
The campaign kicked off unconventionally with a sharp-witted digital activation. Popular comic Sufi Motiwala roasted Rajeev Makhni and leading tech reviewers on their fashion sense, sparking conversations around the intersection of technology and style. In response, Rajeev Makhni playfully quipped back by announcing the "fashion upgrade tech has been waiting for", the Motorola Razr 60 Swarovski Edition. This playful duel set the tone for a disruptive launch narrative, moving the conversation beyond specs to style-first tech.
SW Network designed and executed a fashion-tech runway event to debut the Swarovski-studded Razr 60 and Moto Buds Loop. Jacqueline Fernandez was the showstopper. A lineup of influencers and creators including Revathi Pillai, Vishnu Kaushal, Yuvraj Dua, Shivani Kalra, and more showcased the devices as wearable fashion accessories. The products’ signature elements, the quilted Ice Melt finish with 35 precisely embedded Swarovski crystals and the sculpted open-ear design of the earbuds, were presented with luxury runway choreography and styling, highlighting wearability over technical jargon.
"We wanted to break the mold of how premium tech is introduced in India," said Raghav Bagai, Co-founder, SW Network. "Instead of conference room presentations, we built an experience where the device became part of people’s style statement, closer to jewelry than gadgets."
The momentum continued with a multi-platform amplification strategy: Lifestyle media coverage positioned the launch as a cultural moment merging fashion and technology. Influencers and creators took the devices viral across social platforms, driving intrigue and desire. The campaign seamlessly funneled buzz into commerce, culminating with the exclusive sale of the Motorola Collection during Flipkart’s Big Billion Days, starting 11th September at 7 PM.
