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Gionee launches new logo in India with a smiley on an IPL team jersey

Mullen Lintas uses the brand’s association with the Kolkata Knight Riders and the smiley of the new Gionee logo to create a fun film

Gionee launches new logo in India with a smiley on an IPL team jersey

Mullen Lintas uses the brand’s association with the Kolkata Knight Riders and the smiley of the new Gionee logo to create a fun film

BestMediaInfo Bureau | Mumbai | April 29, 2016

Gionee Click on the image to watch the TVC.

Mobile phone maker Gionee, is in the throes of a brand makeover globally. As part of the exercise, it has unveiled a new logo in India. The core theme of the brand communication is that Gionee brings smiles on the faces of millions, through its innovative technology.

The smartphone maker has associated with the Indian Premier League (IPL) cricket team Kolkata Knight Riders (KKR) as principal sponsor. Its campaign, to announce the change in logo, rides on the association with the team. Mullen Lintas Gurgaon, which has conceptualized and created the campaign, uses the KKR team players in the commercial.

The ad film begins with the KKR team waiting pensively for their new jerseys to arrive from the dealer. The consignment is delayed and the players are restless. A delivery man finally rushes in with a carton containing the new jerseys with the Gionee logo on them. As the players try on their jerseys, they notice the new logo and comment that the logo was smiling (“yeh toh smile kar raha hai”). Team captain, Gautam Gambhir notices the logo too and informs the apologetic manager that Gautam was “no longer Gambhir” (annoyed).

Elaborating on the brand communications approach, Nomit Joshi, AGM, Gionee, said, “Delighting our customers has always been an attitude that each and every one at Gionee believes in. Our new smiling logo and tagline, ‘Make Smiles’, simply expresses it and invites everyone to engage with Gionee and include the brand in the delightful moments of their lives. We are excited that we were able to use Team KKR to unveil our new logo as they provide many of us with a reason to smile each time they play. I am sure that the new TVC would convey the same passion, energy and joy that the brand stands for.”

Syed Amjad Ali Syed Amjad Ali

Speaking of the rebranding exercise, Syed Amjad Ali, Executive Director, Mullen Lintas, said, “Gionee is going through an exciting phase and is articulating its next level of growth. The new logo signals that ambition. The role of the campaign was to create familiarity with the new identity and what it would stand for in future. We intend to make Gionee one of the most sought after brands in the country, something that people aspire for and this is just the beginning.”

Shriram Iyer Shriram Iyer

Shriram Iyer, NCD, Mullen Lintas, discussed the creative execution of the campaign. “The task of unveiling the new Gionee logo coupled with the brand’s association with team KKR allowed us to put the jersey to good use,” Iyer said, adding, “The idea of a last minute change in the logo leads to a funny misunderstanding among the players. We are excited about this very unconventional way to launch a new identity.”

The film has been directed by Shayondeep Pal of Elements and has been launched “on and offline”, to coincide with the on-going IPL season.

The TVC:

[youtube]https://www.youtube.com/watch?v=TGAqqEMEPAM[/youtube]

Credits:

Client: Gionee

Agency: Mullen Lintas

Creative: Amer Jaleel, Shriram Iyer, Garima Khandelwal, Prasad Venkatraman, Sarabjit Singh, Arvind Murali, Angud, Vipul Kundra

Business: Virat Tandon, Syed Amjad Ali, Twishi Pande

Planning: Ekta Relan

Production House: Elements

Director: Shayondeep Pal

Info@BestMediaInfo.com

Info@BestMediaInfo.com

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