New Delhi – Vivo, the global innovative smartphone brand, launched their latest brand campaign for promoting the newly launched Y Series smartphones. The campaign focuses on creating awareness about this series and highlighting its performance and camera capabilities – two key drivers of this category.
Conceptualised & executed by Publicis India, the campaign is targeted towards the youth of the country that is extremely free and open-minded. They are the ones that do not get influenced and are rather liberal about the choices they make in life. They tend to take every day as it comes and are not worried about what life throws at them. It is from this attitude that stemmed the core campaign idea of ‘Apna Y Hai Na’.
The integrated campaign comprises two TVCs that are being aired during PKL matches across Star Sports Network. The campaign will be amplified through other key media like digital and In-store as well.
Commenting on the launch, Nipun Marya, Director, Brand Strategy, Vivo India said, “2018 has been a very successful year for Vivo owing to great consumer response for our innovative smartphones. We want to continue and further enhance the customer experience by kick-starting the festive season with the new Y-Series models that are designed to provide an immersive experience to our consumers.”
Highlighting the creative standpoint behind the campaign, Bobby Pawar, Managing Director and Chief Creative Officer – South Asia, Publicis India, said “The brief was to find an insight for Vivo Y-Series which is specifically targeted to the youth.” He adds, “The youth of this country is extremely free and open-minded. And from this attitude of theirs stemmed our main idea of – Apna Y Hai Na. Also in both films, we’ve established the product truths i.e. Portrait Mode and Octa-core processor & Faster RAM through relevant social contexts.”
Of the two TVCs, the first is a ‘Metro’ film where we see a young couple hop on to the metro and is faced by the familiar tyranny of judgemental stares from fellow commuters. Here the portrait mode on the camera of the Vivo Y series comes to their rescue and helps them blur the whole world out, and captures them in passionate embrace.
In the second film titled ‘Babaji’, an atypical modern guru extols the virtues of multi-tasking – something that the youth of this country, and even the Y-series (with its octa-core processor and faster RAM), are clearly good at. So in both films, Vivo India has established the product truths through relevant social contexts.
The campaign went live in the second week of October, 2018 and will run across popular offline and online channels
Client: Vivo India
Team: Nipun Marya, Nidhi Bhuchar, Nidhi Kohli, Radhika Itkan
Agency: Publicis Capital
Creative Team: Bobby Pawar, Amit Shankar, Durgesh Singh, Siddhartha Joglekar
Client Servicing: Ravpreet Ganesh, Amitabh Sreedharan, Sourav Barua, Subhank Gupta
Planning: Gursimran Singh
Production House: Absolute
Director: Vasan Bala