India – Flipkart and consumer electronics company Nothing have teamed up with Pepper Creative, a unit of Pepper Content, to launch a campaign promoting mindful tech use while reinforcing Nothing phones’ unique market positioning.
Titled ‘Don’t Buy Me,’ the campaign took an unconventional approach to smartphone marketing, moving away from spec-driven promotion to encourage mindful technology use.
Acknowledging the role of smartphones in daily life, Flipkart and Nothing focused on usage habits rather than screen time. The campaign disrupted real-life moments with reminders to look up, resonating with Gen Z, urban youth, and early adopters who recognize their reliance on devices but struggle to break the habit.
The campaign supports the launch of Nothing’s Phone (3a)…