Ad Campaigns
Gionee unveils new brand identity through IPL’s KKR team
MUMBAI: Gionee, a global mobile phone brand is witnessing an identity change worldwide. As part of this exercise, the brand has unveiled a new logo in India. At the core of the logo change lies the fact that Gionee brings smiles on the faces of millions through its innovative technology.
Gionee is associated with the Kolkata Knight Riders (KKR) as principal sponsor, and saw an opportunity to leverage the team to talk about the logo change, and to launch it during the current season of the Indian Premiere League or IPL. The agency that was tasked to showcase this transformation for the brand was Mullen Lintas, Gurgaon.
Explaining the communications approach undertaken by the brand, Gionee AGM Nomit Joshi said: “Delighting our customers has always been an attitude that each and every one at Gionee believes in. Our new smiling logo and tagline ‘Make Smiles’ simply expresses it and invites everyone to engage with Gionee and include the brand in the delightful moments of their lives. We are excited that we were able to use team KKR to unveil our new logo as they provide many of us a reason to smile each time they play. I am sure that the new TVC would convey the same passion, energy and joy that the brand stands for.”
Sharing his views on the brief received by the client for the rebranding exercise Mullen Lintas executive director Syed Amjad Ali said, “Gionee is going through an exciting phase and is articulating its next level of growth. The new logo change signals that ambition. The role of the campaign was to create familiarity with the new identity and what it would stand for in future. We intend to make Gionee one of the most sought after brands in the country, something that people aspire for and this is just the beginning.”
The film begins with the KKR team players waiting for their new jerseys to arrive from the dealer. In the interim, the team is seen discussing what new elements would be present on the jersey including a new logo of Gionee. Just then the delivery man arrives and delivers the package to the players who try on their respective jerseys with much joy. On seeing the new logo that signifies a smiling face, the team captain Gautam Gambhir goes on to exclaim that ‘Gautam would no longer be Gambhir’ after wearing this jersey.
Sharing the creative execution undertaken for the campaign, Mullen Lintas NCD Shriram Iyer added, “The task of unveiling the new Gionee logo coupled with the brands association with team KKR allowed us to put the jersey to good use. The idea of a last minute change in the logo leads to a funny misunderstanding among the players. We are excited about this very unconventional way to launch a new identity.”
The film has been directed by Shayondeep Pal from Elements and has been launched ‘on and offline’ to coincide with the ongoing IPL season.
Agency Credits:
Agency: Mullen Lintas
Creative: Amer Jaleel, Shriram Iyer, Garima Khandelwal, Prasad Venkatraman, Sarabjit Singh, Arvind Murali, Angud, Vipul Kundra
Business: Virat Tandon, Syed Amjad Ali, Twishi Pande
Planning: Ekta Relan
Production house: Elements
Director: Shayondeep Pal
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
