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Gionee Elife S5.1: Lost in sexiness

The campaign created by AndAnd conveys not only how fabulous the new phone is, but also how fast it has become the talk of the town

BestMediaInfo Bureau | Mumbai | January 5, 2014

Lost-in-sexiness Click on the image to watch the TVC.

Gionee India has launched a TVC for its Elife S5.1 phone, which has been touted as the ‘sexiest’ phone around. The campaign executed by the agency AndAnd conveys not only how fabulous the new phone is, but also how fast it has become the talk of the town.

Commenting on the campaign, Anand Suspi, Creative Director, AndAnd, said, “Gionee has had a successful journey in India and have launched some marvellous phones. The Gionee Elife S5.1 is another sexy phone by Gionee, and, through the TVC, we have tried to capture the true essence of the phone and portray its style quotient. The TVC is vibrant and energetic and conveys how fabulous the design of the phone is, and how everyone wants to touch and feel the sexiest phone in the world.”

The TVC shows a lady standing at the reception of a hotel. She keeps her phone on the platform and everyone instantly takes notice of it. The man at the reception picks it up and is completely smitten by it. Thereon, the phone keeps changing hands – from the bell-boy to the manager to the chef clicking selfies and admiring the slim phone. The lady is compelled to call out for her phone using the hotel’s paging system. The TVC ends with the voice-over saying, ‘Gionee Elife S5.1- The Sexiest Phone in the World’.

The phone comes with a metallic frame and glass body and has a 5.1mm thickness; the smartphone emanates sexiness and style and is the perfect accomplice for the chic urban crowd. The phone is designed to evoke pride and envy and the TVC captures precisely this sentiment.

The TVC:



Creative agency: AndAnd

Creative Director: Anand Suspi

Copy Writers: Shanam Jain, Arshia Jain, Anand Suspi

Art Team: Parmit Dabas, Manika Jhalanai, Harpal Singh

Account Management: Shikhar Khandelwal, Deepak Nanda, Rohan Tandon

Production House: Doctor Films

Director: Sudhir Makhija

Post: Kuddus Shaikh, Rithesh Rai

Photographer: Pawel Labe

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