New Delhi: SW Network has executed a first-of-its-kind 360° campaign for Flipkart and Motorola, in collaboration with Swarovski, to launch the limited-edition Motorola Razr 60 and Moto Buds Loop Swarovski Edition. The full-funnel campaign blended pre-launch buzz, a fashion-tech runway showcase, and post-launch amplification, culminating in an exclusive drop on Flipkart during the Big Billion Days Sale.
As the creative and execution partner, SW Network designed and managed every aspect of the launch, from venue design to talent coordination and post-event amplification.
The campaign kicked off with a witty 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. Rajeev Makhni playfully responded by announcing the “fashion upgrade tech has been waiting for,” introducing the Motorola Razr 60 Swarovski Edition.
Breaking away from traditional unveilings, SW Network created a high-fashion runway event to debut the Swarovski-studded Razr 60 and Moto Buds Loop. Jacqueline Fernandez took the spotlight as showstopper, while creators and influencers including Revathi Pillai, Vishnu Kaushal, Yuvraj Dua, and Shivani Kalra showcased the devices as wearable fashion accessories.
The quilted Ice Melt finish with 35 Swarovski crystals and the sculpted open-ear design of the earbuds were highlighted with luxury choreography and styling.
“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 campaign extended into digital with lifestyle media framing the launch as a cultural crossover between tech and fashion. Influencers amplified the story across platforms, funneling desire directly into commerce, with the Motorola Collection going live on Flipkart’s Big Billion Days Sale from September 11th, 7 PM onwards.
“The brief wasn’t just about launching products. It was about shifting the category conversation,” added Bagai. “When you are talking about devices positioned like luxury accessories, the experience has to match. We treated this launch like a high-fashion jewelry reveal.”
