Tecno celebrates free spirit of youth in 'Shine in AnyLight' campaign

Tecno, the offline camera-centric smartphone brand of Transsion Holdings, has launched the first brand campaign for the year titled ‘Shine in Any Light’.

The brand has presence in over 50 countries, and had made its inroads in the country in April’17. It is celebrating its two-year anniversary in the Indian market, and the 360-degree marketing campaign has been launched on the back of the recently launched Camon i4.

The campaign includes a series of three documentary style films featuring Vicky Roy, a ragpicker-turned-street photographer; Chandani Srivastava, a street dancer-turned-choreographer, and Toshada Uma, the hairless style icon celebrating individuality and strength of mind and people who believe in paving their own way in life against all odds. Each film’s visuals are a storytelling of ‘Shine in AnyLight’ factor of these individuals for whom life is all about living their passion and following their dreams no matter the darkness. The first film that went on-air is of Vicky Roy, the ace photographer and rest two will follow shortly.

Conceptualised and executed by CreativeLand Asia, the campaign is targeted towards the youth of the country that is free and open-minded. It is from this attitude that stemmed the core campaign idea of 'Shine in any light’, focusing on the belief that for the Indian youth, life is not just lived, it is performed. Deep inside, everyone there is piece of extraordinary waiting to be seen, which can be discovered through Tecno’s ‘AnyLight camera’ lens, which help the consumer shine their best in any circumstance.

Arijeet Talapatra, CEO, Transsion India, said, “Tecno being a consumer-centric brand, listening and understanding the voice of our customers forms a part of our very DNA. We are committed to design products for the youth for whom ‘Life is a performance’ and this performance needs to be presented to the world in the best possible way. With Camon i4, we have brought the best of smartphone camera technology to our consumers with a unique proposition of capturing superb photos with the help of a 16MP AI selfie and AI triple rear camera powered by Night Algorithm 2.0 and Super Quad Flash light making photos shine brighter no matter what the darkness. To strengthen the product launch, we kick-started our brand campaign #TecnoShineInAnyLight from May 2. The campaign celebrates the free spirit of ordinary individuals who braved all odds to become successful in their passion areas and that Tecno smartphones enable the consumers to shine, no matter the darkness. No matter what light, you always keep shining.”

Sudeepa Ghosh, Executive Creative Director, CreativeLand Asia, said, "The new campaign 'Shine in any light' speaks about three people who have struggled their way through adverse situations and have reached a point in their lives where they've become an inspiration for countless others. In a land of 1.3 billion people, there are those hiding behind their dreams, fighting for some bytes on social media. And then there are those who shine with perseverance, talent and grit."

The brand has taken an aggressive approach of launching the campaign across touchpoints of TV, digital, on-ground and retail. The TV campaign will be available across 28 channels covering news, entertainment, movies like Colors, Sony SAB, &TV, Sony Max and regional channels like ABP Bangla, Star Jalsha to name a few. The campaign will be further amplified on social and digital platforms. To help consumers get a first-hand experience of the ‘AnyLight’ camera smartphones, the brand will carry on-ground activities covering over 100 towns enabling direct face-to-face engagement with over 1 mn consumers on-ground throughout the campaign period.

The TVC:

Credits:

Client: Tecno

CEO, Transsion India: Arijeet Talapatra

Creative Agency: CreativeLand Asia

Executive Creative Director, CreativeLand Asia: Sudeepa Ghosh

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