Mobiistar X1 Notch shows how to shine every moment
Conceptualised by Dentsu Impact, the mobile maker's launch campaign tries to reach out and resonate with those who live in small towns and make them believe that their dreams and aspirations can also be fulfilled
Dentsu Impact, the creative agency from Dentsu Aegis Network, has rolled out the launch campaign for Mobiistar X1 Notch mobile phone which offers a 13MP front and rear camera powered by AI with a gradient shine body.
The communication ‘Ab har lamha karo shine’ is set in a college and features young students gearing up for a selfie contest. The story is about a young guy who helps his friend shine with the help of the X1 Notch. While the Mobiistar film for C1 Shine shows our protagonist shine in the eyes of people who didn’t think much of him before, X1 Notch shows our protagonist using the phone to help his friend shine. The film tries to reach out and resonate with those who live in small towns, making sure their dreams and aspirations are fulfilled by the X1 Notch.
The campaign will be rolled out pan-India across multiple touch-points and with a greater digital presence. In a one-day exclusive launch of the commercial on Youtube, the X1 Notch commercial garnered more than 24.9 million views.
Anupama Ramaswamy
Anupama Ramaswamy, National Creative Director, Dentsu Impact, said, “In an already cluttered market, we wanted the X1 Notch to stand out. Instead of focusing only on the features, we decided to show how this phone can help people not just dream big but also fulfil them. Through the X1 Notch, our protagonist empowers his friend to shine. This insight led us to find a story that will resonate with anyone who has ever struggled to fit in. We are sure people will relate to this and welcome the phone, thanks to its super affordable price and amazing features.”
Aniruddha Deb
Aniruddha Deb, Chief Marketing Officer, Mobiistar India, said, “This is an interesting take on our consumer’s life since it showcases how the X1 Notch is not only adding value to lives but also enabling people realise their dreams. Our testing results revealed that the college situation was not only relatable and likeable but also was understood well by our TG. Mobiistar has always stood strong as a propeller of confidence and aspirations and this new campaign adds another dimension to our vision of ‘Shine and Enjoy More’.”
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