Vivo has launched a brand campaign for promoting their newly launched Y Series smartphones. The campaign focuses on creating awareness about this series and highlighting its performance and camera capabilities.
Conceptualised and executed by Publicis India, the campaign is targeted towards the free and open-minded youth of the country. The core idea of the campaign ‘Apna Y hai na’, stems from the premise that the youth of the country are liberal about the choices they make in life and that they tend to take every day as it comes and are not worried about what life throws at them.
The integrated campaign comprises two TVCs. In the first ad film titled ‘Metro’, we see a young couple hop on to the metro and is faced by the familiar tyranny of judgemental stares from fellow commuters. Here, the portrait mode on the camera of the Vivo Y series comes to their rescue and helps them blur the whole world out while capturing them in a passionate embrace.
In the second film titled ‘Babaji’, an atypical modern guru extols the virtues of multi-tasking, something that the youth of this country, and even the Y-series are clearly good at.
Commenting on the launch, Nipun Marya, Director, Brand Strategy, Vivo India, said, “2018 has been a very successful year for Vivo owing to great consumer response for our innovative smartphones. We want to continue and further enhance the customer experience by kick-starting the festive season with the new Y-Series models that are designed to provide an immersive experience to our consumers,”
Highlighting the creative standpoint behind the campaign, Bobby Pawar, Managing Director and Chief Creative Officer - South Asia, Publicis India, said, “The brief was to find an insight for Vivo Y-Series which is specifically targeted to the youth. The youth of this country is extremely free and open-minded. And from this attitude of theirs stemmed our main idea of – Apna Y Hai Na. Also, in both films, we’ve established the product truths i.e. portrait mode and octa-core processor and faster RAM through relevant social contexts.”
Client: Vivo India
Agency: Publicis Capital
Team: Nipun Marya, Nidhi Bhuchar, Nidhi Kohli, Radhika Itkan
Creative Team: Bobby Pawar, Amit Shankar, Durgesh Singh, Siddhartha Joglekar
Client Servicing: Ravpreet Ganesh, Amitabh Sreedharan, Sourav Barua, Subhank Gupta
Planning: Gursimran Singh
Production House: Absolute
Director: Vasan Bala