Gionee Smartphones has launched a second leg of its festive brand campaign ‘Hello India’, which includes a TVC conceptualised by AndAnd Brand Partner.
The film went on air on 3 October, and will be seen on national and regional television, in eight languages.
The film commences with Gionee's claim that it adds on a new user in India every seven seconds. The different appeals of the phone for different segments of users are highlighted subsequently. First up are a group of women clicking pictures of themselves on the mobile. Their images are accompanied by a super that says, 'Hello Selfie Queens'. Similar greetings follow for gaming enthusiasts (at a railway platform), uploaders, downloaders, and show-offs (a young woman making her way to the bar at a party). The last set of visuals are of a man running towards his daughters, with fireworks in the background and clothing indicating that Diwali celebrations are underway. He gifts them a mobile handset each, as the brand signs off with the greeting, 'Hello Diwali'.
Arvind Vohra, India head, Gionee Smartphones, said, “Gionee has had a great start in India and the brand has been received well by the Indian audience. With the new brand campaign we are looking at welcoming more users to be a part of the Gionee family. Phones have today become an extension of the personality and the campaign tries to capture these emotions and make a connect with the crowd thereby building a resonance with brand Gionee.”
This campaign will also straddle print, outdoor, radio, cinema, digital and social media.
Client: Gionee Smartphones
Agency: AndAnd Brand Partner
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