The TVC conceptualised by AndAnd Brand Partner targets people for whom phones are an integral part of their lives. It will run across India in over 80 channels, in eight languages
BestMediaInfo Bureau | Mumbai | October 7, 2014
Gionee Smartphones has launched the second leg of its festive brand campaign ‘Hello India’. The TVC has been conceptualised by AndAnd Brand Partner and will run across India in over 80 channels, and in eight languages namely English, Hindi, Tamil, Kannada, Telugu, Malayalam, Marathi and Bengali.
Anand Suspi, Creative Director, AndAnd Brand Partner, said, “The festive brand campaign of Gionee is a hearty welcome from one of the fastest growing mobile brands to all the young users of today. The campaign gives them the confidence that a new user upgrades to a Gionee mobile every seven seconds. It also gives them the aspiration by portraying their behaviour with phones - in their language, their situations and attitude.”
The campaign is a massive mix of nearly 20 edits of varying durations. While a few sequences are common across all films, each edit captures a fresh sequence unseen in the others. This campaign, produced over a period of 10 days in Krakow, Poland, will also see extensive use of print, outdoor, radio, cinema as well as intense digital and social activation.
The festive campaign targets people with a new mindset for whom phones play a big role in their lives. They spend most of their time on it, thus making phones their primary companion. Considering the attachment with phones today, users are even willing to pay a premium and want the best of everything – design, speed, camera etc. This is the mindset that the campaign rides on. It looks at capturing their `behaviour with phones’ and aims to build a huge resonance for Gionee.
Arvind Vohra, India Head, Gionee Smartphones, said, “Gionee has had a great start in India and the brand has been received well by the Indian audience. With the new brand campaign, we are looking at welcoming more users to be a part of the family. Phones have, today, become an extension of our personalities and the campaign tries to capture these emotions and connect with the crowd, thereby building a resonance with brand Gionee.”
Having sold three million phones till date, Gionee is welcoming users from all walks of life with the launch of its 'Hello India' campaign.
Agency: AndAnd Brand Partner
Copy: Shanam Jain, Arshia Jain, Anand Suspi
Art: Parmit Dabas, Manika Jhalanai, Harpal Singh
Account Management: Shikhar Khandelwal, Deepak Nanda, Rohan Tandon
Production House: Doctor Films
Director: Sudhir Makhija
Post Production: Kuddus Shaikh, Rithesh Rai
Photographer: Pawel Labe