Flipkart drops a life-size orange at Marine Drive
The outdoor campaign is for the launch of CMF Phone 1 by Nothing
Flipkart has introduced a campaign for the newly launched CMF Phone 1 by Nothing.
Building on the success of the initial “CMF Orange” initiative, where Flipkart Grocery customers received a surprise orange with their orders, the company has now unveiled a life-size orange installation at Marine Drive, Mumbai, capturing public attention and sparking widespread interest.
The campaign began with a creative idea: customers received oranges that, when peeled, revealed vibrant colours symbolizing the CMF Phone 1’s unique interchangeable back covers. This clever approach generated buzz on social media, with consumers sharing their experiences under the hashtag #CMFPhone1ByNothing. The latest installment features a giant orange at one of Mumbai’s iconic locations, continuing to engage and excite the public.
? A giant orange at Marine Drive? Only @Flipkart could pull this off! The #CMFPhone1ByNothing is creating buzz everywhere. Sale starts July 12th at 12 PM! Get ready to change your phone’s look with interchangeable backs! ??? #FlipkartSale #CMFOrangeTurnsBlue pic.twitter.com/yr6iJdpPhk
— Pallavi Pandey (@pallavipandeyy) July 10, 2024
In the latest phase of the campaign, Flipkart has taken the concept to the next level with its on-ground activation featuring a giant orange, strategically placed at one of Mumbai’s most iconic locations. The life-size orange, like its smaller versions sent to customers, revealed vibrant colors when peeled, symbolising the CMF Phone 1's unique feature of interchangeable back covers. This display not only drew the attention of passersby but also sparked curiosity and excitement about the smartphone.
The choice of oranges was intentional and symbolic. Oranges are associated with freshness and vibrancy, qualities that resonate with the CMF Phone 1’s design and features. The act of peeling an orange, revealing layers of color, mirrors the phone’s interchangeable backs, allowing users to change their phone’s appearance easily. This playful and engaging concept has successfully captured public interest and highlighted the phone’s unique selling points.
The CMF Phone 1 by Nothing is now available on Flipkart, starting 12pm on 12th July 2024. This innovative device, featuring India’s first-ever interchangeable backs, offers users unprecedented customization options. Flipkart’s campaign continues to highlight a fresh approach to product promotion, engaging the public and building anticipation for the new release.
