Created by AndAnd Brand Partner, the campaign for Elife S7 – #FasterThanMyDadsPhone – showcases how the youth and the older generation take to technology
BestMediaInfo Bureau | Mumbai | May 6, 2015
With the growing demand for feature-rich smart phones, handset makers are flooding the market with new models every other day. In such a scenario, advertising and marketing play a vital role not only in terms of helping the brand reach its target audience, but also creating awareness about the new phone’s features and unique characteristics.
Gionee has rolled out a new campaign for its newly-launched phone Elife S7, which is designed to evoke a sense of one-upmanship. Created by AndAnd Brand Partner, the S7 campaign includes a series of films that will be aired during the ongoing IPL 8. The core thought is extended across digital, retail and outdoor. The films have been shot across various locations in Bangalore.
Titled #FasterThanMyDadsPhone, the campaign reflects that while the previous generation has remained confused about their choices, the young have experimented, explored and shifted to perfection. The campaign opinionates how the younger brand has caught the eye of the youth and the older brands are ageing.
The tonality of the campaign captures the desire of the youth for technology and their ease with it. As far as the elder generation goes, the campaign reflects their confusion.
Anand Suspi, Creative Director and Copywriter, AndAnd Brand Partner, explained, “Speed is a youth trip. The paradox is that they have far more time yet far less patience. But their spare time is their trip time – downloads, surfing, video chats, games, etc. And in their world, anyone who doesn’t get the latest in technology is an ‘Ufff Person’. And the closest is their dads.” Hence, the campaign idea of ‘10 times faster than my dad’s phone’.
Arvind Vohra, Country CEO & MD, Gionee India, added here, “We are really excited about the new Gionee Elife S7 TVCs, which will be on air during the IPL. As a brand, Gionee is young, innovative, seeking perfection, which is reflected in the campaign. The TVCs capture the true essence of the phone, which is its ability to be faster and quicker than any of its peers. Our smartphones have had phenomenal success and our previous TVCs have done very well, which has enabled us to take a bold stance for this TVC as well. The Elife S7 is a perfect accomplice for today’s youth and will definitely set its own benchmark in the smartphone space.”
The entire campaign is centered on the 4G speed capability of the Gionee Elife S7.
Creative agency: AndAnd Brand Partner
Creative Directors: Anand Suspi, Harpal Singh
Account Management: Rohan Tandon, Raghav, Shikhar Khandelwal, Deepak Nanda
Copy: Anand Suspi
Art: Manika Jhalani, Parmit Dabas, Shyamakanta Pradhan, Harpal Singh
Production House: Doctor Films
Director: Sudhir Makhija
AD: Pooja Hegde
Post: Kuddus Shaikh