MullenLowe Lintas Group
Fri, 24 Mar 2017 12:05:04 GMT
To announce the launch of Gionee's new A1 smartphone in India, the brand has launched a new campaign starring brand ambassador Alia Bhatt. The campaign beats everything the brand has done in the past and is well placed to take the world of ‘selfies’ way forward.
Mullen Lintas Delhi has developed an idea called “#Selfiestan”, which is how an ideal world should be. A world of equals and a world where people come closer to each other, where one can express their emotions freely and connect with strangers. ‘#Selfiestan’ as an idea is aimed to differentiate Gionee A1 from any comparison in the world of selfies.
Speaking on the launch of the campaign, Arvind R Vohra, Managing Director & Country Head, Gionee India said: “The Gionee A1 is the new language of fun, laughter and sharing. As we launch the new device in India, we want to offer a new expression to young users today. #Selfiestan is the embodiment of a world where people can express themselves freely and showcase their love for selfies. We at Gionee India are proud to bring our own version of selfies to India with the #Selfiestan campaign. The film reflects the unique concept perfectly.”
Sharing her views on endorsing the brand idea, actor Alia Bhatt said: “#Selfiestan is truly a special world where you and I can express ourselves freely through selfies. It is one big tribe of selfie lovers who change the notion of selfies being just a narcissistic form of expression to a more inclusive ‘smile-and-the-world-will-smile-with-you’ kind of place. A kind of place where all of us can coexist feeling really amazing, all the time! So I welcome you all to Selfiestan!”
Highlighting the creative thought process behind the campaign, Amer Jaleel, Chairman & Chief Creative Officer, Mullen Lintas said: “Our belief in Gionee being a huge, centre of the market brand, led us to strategize towards not just feature-led smartphones, but towards having a POV. So while other brands are still saying why they are good for Selfies, Gionee chooses to take the larger platform, that of owning the world of Selfies, which we branded as #Selfiestan. It is the equivalent of Lennon’s ‘Imagine’ anthem for today."
The campaign was launched with much aplomb at an event in New Delhi on March 21st and will span the offline and online mediums in India.view more - Creative
Genres: Choreography, Music performance
Categories: Smart watch, Consumer ElectronicsMullenLowe Lintas Group, Fri, 24 Mar 2017 12:05:04 GMT