Mullen Lintas has announced that it has won the creative duties of Chinese mobile handset player Gionee. A statement informed that the agency was chosen based on its credentials and presenting a 'compelling brand idea that resonated with what Gionee had in mind for the market'.
The mandate is to build and popularise the brand in a highly competitive smartphone market. Work has started on the launch of a new identity and should be revealed 'soon'.
Nomit Joshi, marketing head, Gionee Mobiles, said, “We are very excited to have Mullen Lintas as our creative partner. We are looking forward to great partnership and are confident that together as a team we will take brand Gionee to the next level of growth."
Virat Tandon, CEO, Mullen Lintas, said, “The team at Mullen Lintas has immense category experience and has built mobile brands in the past. We see a great opportunity for Gionee in the Indian market as it is appropriately placed to be the next big player in the category. We are aligned to the ambitions of the brand and are excited about this relationship. We are happy to partner with them and are hopeful of a long and a fruitful association.”
Gionee Mobiles, which claims to have a market share of 5 pc in India, is looking to double that number.
Amer Jaleel, chairman and CCO, Mullen Lintas, said, “Mobile phones have literally changed the way we engage with life. Our attempt with Gionee will be to play an important role in the lives of these people who are forming new rules to make their lives more interesting and fulfilling.”