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LeEco launches first TVC for Le 2 and Le Max2 phones

The campaign conceptualised by JWT Bangalore promotes the special qualities of the smartphone that targets the youth

BestMediaInfo Bureau | Mumbai | August 26, 2016

LeEco-TVC Click on the Image to watch the TVC.

LeEco recently launched its first TV campaign for its second generation Superphones Le 2 and Le Max2. The ad film conceptualised by JWT Bangalore demonstrates the specifications of the two phones, including LeEco’s patented CDLA technology.

Manish Aggarwal, Vice-President Marketing Communications, Smart Electronics Business, LeEco India, said, “We launched in India with focused digital and front page print strategy. This undoubtedly created a big impact and worked very well for the brand. Now, in tandem with our rapid growth, we have expanded our marketing arsenal to include outdoor and television. Our TVC rides on the basic insight that Millennials (our primary target audience) relate to a futuristic approach that aligns perfectly with the brand’s proposition. Through this TVC, we seek to communicate key differentiators of our disruptive superphones, specifically our CDLA technology and the content ecosystem.”

Joy Chauhan, Managing Partner, JWT Bangalore, said, “Today's youth is constantly living in tomorrow and technology brands like LeEco are making it possible for them to do that seamlessly. Today, content is the king and the youth its biggest consumer. The TVC mirrors the desire of today's youth and offers the perfect solution in LeEco superphones with path-breaking CDLA technology to enable them to live the future.”

The TVC showcases some distinct features of Le 2 and Le Max2. Both superphones pioneer the industry’s first CDLA (continual digital lossless audio) standard and have a USB type-C audio port, clearly demonstrated in the TVC. It illustrates how users can immerse themselves in an ultimate experience the superphones offer them.

The TVC runs across a bouquet of channels targeted at the urban youth. The commercial first went on air on August 10 across 60+ channels.

Since their India launch, Le 2 and Le Max2 have received an overwhelming response in India given its pre-bundled LeEco Supertainment membership programme, high-end specs and disruptive pricing.

The TVC :


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