The campaign was initiated with an unbranded video that showed up on multiple locations online, followed by an announcement that introduced #NotSoFilmy and its broad intent
BestMediaInfo Bureau | Mumbai | November 6, 2015
Grey group’s Batey has launched a new campaign for the growing global smartphone brand Vivo. The Vivo smartphone is designed with an extreme video display, and most importantly, professional acoustic fidelity. Hi-Fi or high fidelity music is the unique technology in Vivo smartphones that allows customers to enjoy high quality sound in their phones.
As pioneers of Hi-Fi music smartphones, Vivo is all set to redefine Indian music with its latest campaign, #NotSoFilmy.
As the tagline #NotSoFilmy suggests, the campaign is about creating non-film music for the brand. The campaign by was initiated with an unbranded video that showed up on multiple locations online, followed by an announcement that introduced #NotSoFilmy and its broad intent.
Two days after the video surfaced online, three famous Indie musicians were offered a challenge on social media by Vivo to walk the talk. Independent of each other, Uday Benegal, Monica Dogra and Prateek Kuhad accepted Vivo’s challenge to compose a not-so-filmy song for Diwali. Over the next 24 hours, conversations around this unique challenge peaked, as each of these artistes began engaging with their fans on twitter, asking for suggestions on what this song should be.
Explaining the concept behind the #NotSoFilmy campaign, Alex Feng, CEO, Vivo Mobile India, said, “Vivo is a pioneer of Hi-Fi music smartphones. We are striving to make a difference in the industry by offering distinctive user- experience to our customers. In India, we found that music is increasingly associated with and defined by Bollywood. Young enthusiasts go through a lot of struggle to gain recognition but end up being the voice behind Bollywood heroes and heroines. Therefore, we want, through #NotSoFilmy, to inspire original Indian music. We expect that this campaign will influence our young, energetic TG with high aspirational values.”
Varun Goswami, Executive Creative Director, Grey Delhi, said, “At a time when phones are being sold on screens, speeds, and selfies, high fidelity audio as a proposition makes for an interesting brief. The rising popularity of independent music, evident from the exponential increase in music festivals across the country, gave us an interesting insight.”
The campaign is presently in its final leg, and is set to end with the release of the final track, accompanied by a music video, featuring all three artistes.
“Most brands usually ride a music property, whether it’s on TV or an on- ground event. There are very few which have worked towards building an identity for non-film music. #notsofilmy is an endeavor to create a platform for talent across the country to collaborate and co-create music that is unique. With Uday, Monica and Prateek on board to create the Diwali song, this is just a beginning. There is a lot more to follow,” said Samir Datar, Vice- President and Office Head, Grey Delhi.
Creative: Varun Goswami, Arjun Bhimwal
Client Servicing: Samir Datar, Bincy Babu
Grey Works: Samir Chadha, Sharad Shinde
Production House: Pictonique