For reaching out to the Indian youth, Vivo has formed a strategic marketing partnership with Viacom18 through Integrated Network Solutions to market its latest products
BestMediaInfo Bureau | Delhi | December 16, 2014
Viacom18’s Integrated Network Solution (INS) has helped global smartphone manufacturer, Vivo, enter into the Indian market. Vivo unveiled its slimmest phone, X5Max, along with four other smartphones targeted at the Indian youth yesterday in New Delhi.
The mobile brand targets the young Indian aspirational customer who likes to stay connected and wants the best that world of technology has to offer at a great value proposition.
Shen Wei, Global CEO, Vivo Mobile Communication, said, “Vivo focuses on creating products that combine beautiful design, professional acoustic fidelity as well as extreme video display in order to create a joyful experience for the young and trendy consumers. We dare to pursue the ultimate and constantly build surprises in our products and we are excited to present our marquee products in India.”
Jacky Liao, CEO, Vivo Mobile India, said, “We have partnered with Viacom 18, which has both young trendy target consumers and music feature in common with Vivo. With our first batch of five smartphones, including the stunning X5Max, distribution network across most of the Indian states, our key focus is to continue our commitment to provide consumers with better products and services.”
Sudhanshu Vats, Group CEO, Viacom 18 Media, commented, “Until today, media brands were viewed merely as a vehicle for advertisements and brand integrations. While the world is currently moving towards creating branded content and AFPs, with this association between Viacom18 and Vivo mobiles we have moved beyond merely promoting a brand. What we are offering is an end to end brand service which is the first of its kind in India. This is the beginning of a new kind of brand marketing and we are delighted to be the one who is pioneering it."
Talking about the marketing plans, Jaideep Singh, Senior Vice President and Business Head, Viacom18, commented, “We are looking at using our key broadcast platforms like Roadies and Comedy Nights with Kapil to market the latest products of Vivo. The TVCs will be aired across all channels as well. The present TVC which is a global one, is in English language so it will be able to go into all the markets but later on TVCs will be made specifically for India. There are also two to three big key live properties which we have extended to them to market their products. Large properties are there in the broadcast segment. All the events that happened in the press conference, everything is executed by Viacom 18. Also there will be digital and outdoor campaigns to connect with the customers in the second phase of the launch.”
Commenting on the partnership of Vivo and Viacom 18, Singh added, “Viacom 18 is doing path breaking work in the brand solutions space. Integrated Network Solution was formed couple of years back and the main mandate of the division is to give brands the engaged entertainment solutions and also one of the mandates of the division is to do big strategic brand launches or big partnership with brands. Vivo has a global partnership with Viacom 18 and that is how the first link came in and this is our first case study in terms of how INS can give an end to end brand launch solutions to a client. So this is how the entire partnership of Vivo and Viacom 18 came into picture.”
Talking about the uniqueness of the Vivo smartphone, Feng Lie, Vice President and Global CMO, Vivo Mobile commented, “Vivo phone has a very close connection with people. Vivo mobile has the charming characters and it is cost effective as well. The phone has extreme ‘Hi-Fi’ and video capturing performance. One can listen to good music in this phone. And the phone is very slim so the users are going to love this.”
Vivo X5Max, is 4.75mm in thickness. Equipped with extreme Hi-Fi and 5.5 inch 1920*1080 display, qualcomm snapdragon615 64-bit octa-core processor. Operating on fun touch OS (based on Android 4.4), the phone comes with 13-megapixel main camera and 5-megapixel selfie camera. The phone will be available at all leading smartphone retail stores across most of the states in India.