Ad Campaigns
Gionee unveils campaign by Mullen Lintas
MUMBAI: As a smartphone player that harbors ambitions of captivating the populace of this country with its offerings, Gionee has done itself proud by emerging a hot favorite amongst other emerging players. In a short span of time, it has managed to cross over 1.25 crore customers and the numbers continue to rise every passing day. After the successful launch of S6s smartphone a few months ago, Gionee has announced the launch of another model called A1.
The A1 is a great innovation from Gionee and is backed by a phenomenal design and other noteworthy attributes. While it’s loaded with best-in-class features, the idea is to launch A1 with great fanfare and make it a desirable phone in India. A1 is the first flagship model under #Selfistan and will be followed by the launch of other models under the same umbrella. The main highlight in all these models is that they will all possess a selfie flash. To announce the launch of A1 in India, Gionee has launched a new campaign starring brand ambassador Alia Bhatt. The campaign beats everything done in the past and is well placed to take the world of ‘selfie’ 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. Incidentally, Gionee A1 also happens to be great on battery life and other features.
Gionee India MD Arvind R Vohra 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.”
The campaign has been made exciting by roping in Alia Bhatt, one of the brand ambassadors of Gionee. Alia Bhatt has done a commendable job in driving the idea of ‘Selfiestan’ further. Mullen Lintas Delhi has designed the campaign to leverage the uniqueness of the content. Given that it’s a new launch of the phone, the campaign starts with a teaser on Outdoors and TV and is backed by aggressive drive across Print, Digital, Radio and Activation as well.
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!”
Mullen Lintas chairman & CCO Amer Jaleel said: “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”.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
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Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
