The title sponsor for this season's IPL, Vivo, has rolled out a campaign for its V3Max smartphone, conceptualised by Lowe Lintas. The film takes the exaggeration route to highlight the speed of the phone and features Bollywood actor Ranveer Singh. Two more films for other Vivo models are to follow.
It opens with Singh being greeted by an excited fan. She runs towards him and asks him for a selfie. As the duo pose together, they end up having to wait until her camera function opens. Singh takes out his Vivo smartphone, clicks a seflie and uploads it onto social media. That pushes everything to fast forward mode, as the picture becomes a talking point on social media, and the media rush to the location to find the girl. The film ends with Singh walking away, with the gathered media in the background surrounding the girl.
Alex Feng, CEO, Vivo India, said, “It gives me immense pleasure to announce the launch of our innovation, the V3 and V3 Max for the Indian market. The V series designed with creativity and equipped with state of art technology will be a landmark for Vivo India. And we are truly delighted to have Ranveer Singh as the face of Vivo in India. Ranveer enjoys a huge fan following amongst the young Indian audience and Vivo being the brand for the youth, this lethal combination is all set to create magic in the Indian market. The campaign also looks young and fresh and we are confident that it will help the brand grow to the next level.”
Arun Iyer, chief creative officer, Lowe Lintas, said, “The features that make Vivo V3 and V3Max exceptional were many but the ones that particularly stood out and provide the brand its ethos were fast speed, huge memory and being an able ally of the youth. Youth sensation Ranveer Singh beautifully encapsulates these attributes in his unusual style and manages to establish a strong brand connect. Filmmaker Dibakar Banerjee has done a wonderful job in bringing these moments to life in a manner befitting the brand.”
The film which was released on the digital platform, will also be seen on TV. The campaign will straddle print, outdoor and activation.
Credits
Client: Vivo India
Brand: Vivo V3
CEO: Alex Feng
Agency: Lowe Lintas
CCO: Arun Iyer
Director (film): Dibakar Banerjee
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