When a product launch becomes a cultural moment, the streets feel it first.
The collaboration between TECNO Mobile India and Flipkart didn’t just announce a partnership — it exploded across India’s outdoor media, social feeds, and meme pages. With the unforgettable tagline “Do Bhai Dono Tabahi,” the campaign brought together friendship, drama, and digital dominance in a way few tech brands ever dare.
This wasn’t just an exclusive product drop — it was a bro-code revolution.
And it was brought to life through bold OOH placements, custom merch, and content that had Gen Z and millennials shouting:
“Same yaar, same.”
The Campaign Concept: Not a Launch, a Bromance
TECNO Mobile’s latest phone launch in partnership with Flipkart wasn’t built around specs and comparisons. Instead, it was built around emotion, humor, and viral relatability.
The idea?
Two bhai. One bond. Endless chaos.
“Do Bhai Dono Tabahi” became the centerpiece — a phrase that perfectly captured the dual-brand alliance and the consumer’s mindset.
Instead of saying, “we’re launching a phone,” TECNO and Flipkart said:
“We’re launching a mood.”
OOH Execution: Taking Dosti to the Streets
The campaign’s outdoor advertising blitz wasn’t subtle — it was designed to turn heads, raise eyebrows, and get people grinning.
? High-Impact OOH Formats Included:
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Billboards in Mumbai, Delhi, and Bengaluru’s youth-heavy zones
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Bus shelter takeovers near colleges and tech hubs
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Mall branding and cutouts with character-style illustrations
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Creative DOOH installations playing looping reels and dialogues from the campaign
Each site carried bold visuals, loud type, and meme-style quips, effectively turning public spaces into viral moments.
Creative Style: Meme Meets Mass Media
The look and feel of the campaign were drawn straight from the internet’s most beloved elements:
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Comic-style avatars of the two “bhai” characters
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Dialogue boxes that mimicked WhatsApp chats and Insta DMs
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Taglines like “Yeh dosti hum nahi todhenge… bas thoda troll karenge”
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Imagery and lingo straight from meme culture, speaking directly to Gen Z and millennial audiences
This was not another product-centric campaign. It was personality-driven, referential, and social-first by design.
Merchandising: Turning Fandom into Fashion
In a bold move, TECNO and Flipkart didn’t stop at billboards. They launched:
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Custom “Do Bhai Dono Tabahi” T-shirts, hoodies, and caps
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Sticker packs and GIFs for digital expression
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Influencer kits with meme prompts and reels scripts
This deepened the campaign’s cultural footprint, turning a phone launch into a fashion statement — and a content engine.
Instagram Virality: From OOH to Explore Page
Within hours of the campaign launch:
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Reels featuring the campaign slogan crossed millions of views
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Influencers joined the trend with “Tag your bhai” challenges
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Comments sections were flooded with “same yaar, same” reactions
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Meme pages picked it up, making the campaign a UGC goldmine
By combining OOH visibility with Instagram’s shareability, the campaign blurred the lines between street-level impact and digital virality.
Audience Connection: Built for the Internet Generation
The campaign was tailored for:
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Youth in metro cities who crave personality-driven content
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Friendship-focused marketing that reflects group dynamics
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Social-first users who use humor as their language of engagement
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First-time smartphone buyers, drawn in by Flipkart’s platform and TECNO’s affordability
By anchoring the campaign in emotion + entertainment, the partnership secured far more than impressions — it sparked brand love.
OOH Planning: Context, Crowd, and Creativity
Media strategy was aligned with:
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High-footfall youth zones — near universities, cafes, and coworking hubs
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Weekend-heavy locations like shopping districts and transport hubs
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Creative refresh schedules to keep content loops updated in DOOH screens
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Targeted north-south parity, ensuring the message resonated across regional metros
The OOH served as the physical fuel for digital conversation.
Campaign Impact: Disruption Delivered
The “Do Bhai Dono Tabahi” campaign led to:
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Record social shares and trend hijacking on launch week
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Increased footfall and app engagement on Flipkart
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Brand lift for TECNO Mobile as a fun, youth-savvy brand
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Viral recognition of “Do Bhai” phrasing as an inside joke among friend groups
The campaign proved that OOH doesn’t have to be static — it can spark culture.
About MyHoardings
MyHoardings (www.myhoardings.com) is India’s trusted OOH and transit media agency for brands seeking scale, precision, and creative execution. From corporate branding to sports partnerships, we help brands take center stage — everywhere that matters.
? business@myhoardings.com
? 9953847639
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