iQOO transformed Phoenix Mall of Asia, Bengaluru into a live reveal zone for its flagship smartphone, the iQOO 15, with a high-impact on-ground activation that ran from 22 to 28 December 2025. Designed as a curiosity-led experiential campaign, the installation aimed to build anticipation and offer consumers a hands-on iQOO 15 experience during the Christmas season.
At the heart of the activation was a giant Amazon-style mystery box installation placed inside the mall. Kept closed during the initial 2 days, the installation sparked curiosity among the people and quickly became a visual attraction, encouraging conversations and speculation around what lay inside. The box was later opened to unveil the iQOO 15 experience zone, turning intrigue into an immersive product experience for mall visitors.
Popular content creator and comedian Tanmay Bhatt added to the excitement by joining the iQOO pop-up and engaging with the crowd, bringing his signature humour and relatability to the on-ground experience. His presence amplified audience engagement through casual interactions and crowd-led moments, adding a layer of entertainment and cultural relevance to the activation.
This installation marked the first time iQOO offered consumers a public, hands-on experience of its new flagship smartphone, iQOO 15, through such an immersive offline format. Visitors were able to explore the device up close, reinforcing iQOO’s focus on experience-driven innovation and youth-centric engagement.
While the pop-up was designed purely as an experience-led activation, the iQOO 15 is available for purchase online via Amazon and the iQOO e-store.
