Gionee has undergone a global identity change. A film conceptualised by Mullen Lintas has gone on air in India to unveil the same.
The brand has leveraged its principal sponsorship with IPL team Kolkata Knight Riders for the film.
It opens with a man on the phone asking about the whereabouts of a consignment as he's about to enter the dressing room of the Kolkata Knight Riders. As he enters the room, captain Gautam Gambhir and the rest of the players look towards him. Gambhir asks him about the whereabouts of their jerseys, which they have been awaiting. He pleads for more time, also informing them about the logo change. One of the players hears this as log (people) change and is alarmed, before Gambhir clarifies. When the delivery person finally arrives with the consignment, the players notice the new logo which resembles a smiley. Gambhir notices that too, and with a pun related to his surname, says 'Gautam no more Gambhir' (sad). The logo and new tagline 'Make Smiles' are introduced.
Nomit Joshi, AGM, Gionee, said, “Delighting our customers has always been an attitude that each and every one at Gionee believes in. Our new smiling logo and tagline 'Make Smiles' simply expresses it and invites everyone to engage with Gionee and include the brand in the delightful moments of their lives. We are excited that we were able to use team KKR to unveil our new logo as they provide many of us a reason to smile each time they play. I am sure that the new TVC would convey the same passion, energy and joy that the brand stands for.”
Syed Amjad Ali, executive director, Mullen Lintas, said, “Gionee is going through an exciting phase and is articulating its next level of growth. The new logo change signals that ambition. The role of the campaign was to create familiarity with the new identity and what it would stand for in future. We intend to make Gionee one of the most sought after brands in the country, something that people aspire for and this is just the beginning.”
Shriram Iyer, NCD, Mullen Lintas, added, "The task of unveiling the new Gionee logo coupled with the brand's association with team KKR allowed us to put the jersey to good use. The idea of a last minute change in the logo leads to a funny misunderstanding among the players. We are excited about this very unconventional way to launch a new identity."
Agency: Mullen Lintas
Creative: Amer Jaleel, Shriram Iyer, Garima Khandelwal, Prasad Venkatraman, Sarabjit Singh, Arvind Murali, Angud, Vipul Kundra
Business: Virat Tandon, Syed Amjad Ali, Twishi Pande
Planning: Ekta Relan
Production house: Elements
Director: Shayondeep Pal