INQ Mobile, the wholly owned subsidiary of Hutchison Whampoa, has launched its first ever campaign for India. Created by Euro RSCG, the campaign showcases the brand's vision of Internet communications for the 'Facebook generation'. INQ Mobile was launched in the Indian market in March this year and social networking is at the heart of the it's brand positioning. Euro RSCG is also handling activation for INQ Mobile.
The current campaign will include print, Outdoor, TV, radio across the metros, digital (including online, search and social networking sites).
Commenting on the first commercial launched in India by INQ Mobile, Jeff Taylor, INQ marketing director and co-founder said, “INQ was created for the new generation all over the world who live online 24x7 and are driving a social revolution. Our first Indian campaign, headlined as ‘Inquilab’, is about that generation and executed in a style very natural to us. We shot the campaign with some of India’s most talented photographers, directors and models, and are thrilled with the results. Our handsets deliver super fast 3G access with the simplest, most useful social networking tools in the market."
Talking about the campaign, Taylor added, "The brief to Euro was to help us launch the phone and talk about genuine usage. We wanted them to bring out how people really use their phone and not about the features that come with the phone. The whole industry is about features right now. We started in India with a tie-up with Aircel but now the phone is unlocked and available with all networks. The core of the campaign is out here now and it will carry on for the next two three months with a lot more campaigns expected in the future."
The TVC shows a lot of movement taking place on a set for a film. It shows several models getting ready for a shoot. They are constantly messaging each other on their respective phones, using their INQ mobile phones, and at the same time, are browsing several social networking sites, too. It shows how pictures clicked instantly on the phone are shared easily amongst friends.
Speaking about the new campaign, Satbir Singh , chief creative officer , Euro RSCG India said, “The strategic intent of the campaign was to sharply define a space in a category which has seen multiple launches recently. The INQ campaign aims to establish a brand which is born in today's world of social revolution. No one till date has looked at the mobile phones along the vectors of fashion and social revolution. INQ talks a new, refreshing language of friendship, bonding and sharing. The creative idea of ‘Inquilab’ is an exciting cocktail of this social revolution and fashion, which is so integral to the brand. The advertising talks about INQ as the newest instrument of change.”
"Relationships today can be formed, altered or obliterated by a simple status update. It's cool to have what's called a 'relationship status.' 3G-enabled INQ phones facilitate today's virtual, socially-networked relationships. The campaign is about youth and the social revolution. Inquilab is about the always-on power to be in touch. Everyday is now about the number of status updates on your timeline. We're planning a complete surround buzz. Judging by initial response, it has caught urban youth fancy already. People are tweeting about it, mentioning it in their FB pages."
WATCH TVC now
View the Outdoor and Print ads here
