Mivi has launched a digital campaign in which it highlights the importance of being a brand that actually designs and makes in India rather than an assembled in India brand.
The four-part campaign takes a satirical approach in addressing the issue that affects the growth of an ‘Atma Nirbhar India’.
As per the brand, the campaign has received more than 1.6 million views on Instagram and 9.4 million views on YouTube so far.
Mivi has onboarded Saksham Shukla and Chetan Goel to portray contrasting characters representing "Made in India" and "Assembled in India” respectively. The series emphasises on the superiority of products manufactured in India that are tailored to meet the needs and preferences of the Indian consumer base whilst achieving global standards.
Midhula Devabhaktuni, Co-Founder and CMO of Mivi, said, “India has the largest population of youth in the world and the future of every nation depends on them as they are the torchbearers. It is essential that they are aware of matters that can alter the economic situation of India. In this series, we’re taking a satirical and easy to understand approach to a serious matter about brands rebranding themselves as "Made in India'' when they aren't. Our products are the perfect fusion of cutting-edge technology, elegant design and functionality. But what sets us apart from all our competitors is the fact that all our products are made and designed for the Indian consumers by Indian engineers to provide top notch quality. At Mivi we are trying to set an example that brands can create quality products in India without any dependence on foreign nations.”
The ad series has been conceptualised by Word Dogs Creative and co-produced by Nipun Sood and Tushar Gupta.
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