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Gionee unveils first India TVC, bets on hardware tech as USP for its smartphone

The campaign, conceptualized by Brand Curry, shows the smart features of the new ELIFE E6 by the Chiense handset maker that has just entered the Indian market

Sohini Sen | Mumbai | November 5, 2013

Click on the image to watch the TVC.

Chinese handset maker has just entered the Indian market with its ELIFE E6 model with which it is hoping to make a mark in the smartphone market. It has just released its first campaign in India. Conceptualised by Brand Curry, the campaign is a showcase of the various features that the ELIFE E6 boasts of.

Gionee has leveraged topnotch engineering skills to constantly innovate and manufacture one of its kind hardware. Thus, in a marketplace saturated with every company harping upon its software features, Gionee takes the leap with hardware that excites and engages the user, features that enable the user to experience the joy of life and help do more with less.

"The whole idea is to go and talk about the hardware supremacy of the product. The TVC is the first opportunity for Gionee to reach out to consumers at the national level, so strategically we decided to push the phone through the hardware route. Because to enjoy the software features we need to have the right hardware," said Arvind Vohra, Director, Syntech Technologies.

The TVC opens with a couple playing chess on a huge glass table. However, instead of picking up the pawns, they are sliding them without touching. As an aerial view is shown, the super comes and announces the ‘One Glass Solution’. The scene changes to show droplets of water falling which merge into a waterfall to showcase the DTS sound. There are several more scenes which show the unibod design, smart gesture control, etc., of the phone. The commercial encapsulates various unique hardware features in an interesting visual story.

Each of the sequences is designed to inspire awe, wonder and a sense of discovery. It takes viewers beyond reality and takes them into a surreal wonderland, unfolding a larger than life picture.

Ratno Rudra, Partner & Director, Brand Curry, said, "The creative strategy was to set up the user payoff arising out of the hardware – unique life experiences that the handset promises, an empowerment that allows a sense of uninhibited discovery. The mobile phone market is witnessing high-decibel advertising where every brand is trying to outshout the next one with newer promises and propositions. Our creative team attempted a freshness in execution strategy away from the cluster of hardworking propositions and hence this communication with symbolism. The team believed that surreal in the world of ultra-real should stand out and make the consumer notice the communication."

The campaign shot by Kiss Films and directed by Juan Jaramillo went on air on October 23, 2013 and will be on-air for five weeks.

The TVC:

[youtube]http://www.youtube.com/watch?v=Jt9gIOrWLW0[/youtube]

Credits:

Client: Gionee

Agency: Brand Curry

Production house: Kiss Films

Film Director: Juan Jaramillo

Sohini.Sen@BestMediaInfo.com

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