Flipkart Fashion Collaborates with ASICS for Mega Sneaker Display at Cyber Hub

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If you’ve walked through Cyber Hub in Gurugram recently, you probably ran into something hard to miss: a massive, larger-than-life sneaker installation. Flipkart Fashion teamed up with ASICS to launch a jaw-dropping Out-of-Home (OOH) experiential activation right in the middle of Delhi NCR’s favorite corporate and culinary hub. The star of the show? The newly dropped ASICS GEL-Kayano 33.

Here is a look behind the scenes of how this experiential campaign came together, how it mixed physical and digital elements, and why it worked.

The Setup: Making Cyber Hub Stop and Stare

Cyber Hub is usually a blur of office-goers hurrying to meetings and foodies looking for a dinner spot. To break through that daily noise, you need scale.

The centerpiece of this campaign was a giant, hyper-detailed replica of the GEL-Kayano 33. The execution was managed by two key industry players:

Ginger Media LLP spearheaded the structural execution and deployment of the massive OOH installation.
Sakshi Advertising engineered the strategic placement and interactive media framework surrounding the activation.

Instead of just putting up a traditional static billboard, the teams built a physical destination. The sheer scale of the shoe allowed passing foot traffic to study the design, from the mesh pattern to the signature sole styling, making the launch feel like a major event.

Phygital Design: Blending Foot Traffic with E-Commerce

What made this activation truly smart was its “phygital” approach—connecting a real-world experience directly to an e-commerce platform. Experiential marketing is great for brand recall, but tying it directly to a digital touchpoint is how you drive actual conversions.

The setup used several interactive elements to keep people engaged:

Interactive Touchpoints: Product displays allowed visitors to learn about the tech behind the sneaker—like ASICS’ signature cushion and stability features—right on the spot.
Frictionless QR Codes: Strategically placed QR codes allowed users to scan the installation with their smartphones and go straight to the official ASICS store on Flipkart Fashion to shop the collection.
Social Media Prompts: The display was designed to be highly shareable, encouraging passersby to snap photos, post them online, and drive digital conversations far beyond the physical space of Cyber Hub.

Why Experiential OOH is Winning in E-Commerce

For an e-commerce powerhouse like Flipkart Fashion, physical activations create a tactile connection that screens just can’t match. When high-performance sneaker brands like ASICS launch a flagship model like the GEL-Kayano 33, runners and sneakerheads want to feel the scale and understand the design. By bringing the product to life in a high-density, premium location like Cyber Hub, the campaign successfully combined massive public visibility with an instant, digital path to purchase.