Campaign India Team
Dec 18, 2014

Gionee positions its ELife S5.1 as the sexiest phone in the world

Watch the TVC conceptualised by AndAnd here

Gionee has rolled out a TVC for its ELife S5.1. Conceptualised by AndAnd, the film looks to position the Elife S5.1 as the sexiest phone around.
The film opens in a hotel lobby where a young woman is shown checking in. She places her phone (Elife S5.1) on the desk. The phone attracts the attendant's attention and he asks the woman whether he can check the phone. The woman approves. Just as the man picks up the phone, a lady (hotel staff), grabs the phone from him. Soon, an other member of the hotel staff grabs the phone from her. Then, a couple entering a lift have the phone in hand and they're shown clicking a selfie. Next, the chef is shown playing around with the phone and checking out the various selfies clicked on it. The attendant who had originally asked the phone owner for permission to check it out is then shown taking it back from the chef. He continues to check out the phone as he walks through the hotel. The phone's lost again then, and this time we see two girls clicking selfies by the swimming pool. The film ends with the attendant standing by the owner of the phone and paging for 'the sexiest phone in the world'. The voice over then introduces the phone. 
According to a statement from Gionee, the idea for the new TVC is to convey 'how fabulous' the phone is and how fast it can become the talk of the town.
The film goes on air today (18 December).
Client: Gionee
Creative agency : AndAnd
Creative director : Anand Suspi
Account management: Shikhar Khandelwal, Deepak Nanda, Rohan Tandon
Copy: Shanam Jain, Arshia Jain, Anand Suspi
Art: Parmit Dabas, Manika Jhalanai, Harpal Singh
Production house: Doctor Films
Director: Sudhir Makhija
Post: Kuddus Shaikh, Rithesh Rai
Photographer: Pawel Labe
Campaign India