MAM
LeEco India signs on three strategic digital marketing partners
MUMBAI: Global Internet and technology conglomerate, LeEco has inked strategic partnerships with three leading digital marketing solutions companies in India– iCubeswire, netCORE and vCommission. The expertise of the three companies will enable LeEco to further strengthen its digital communication by offering personalized strategies and integrated marketing campaigns.
LeEco prioritizes digital technologies into its core marketing strategies and these partnerships will play a critical role in delivering relevant and real-time experiences to consumers. The global technology company is betting big on LeMall.com in India, and the partnership with iCubeswire, netCORE and vCommission will help LeMall.com generate pre-booking and registrations for its flash sales through innovative creatives for the connected generation.
“With the increasing focus of users on digital channels, executing marketing strategies that connect effectively with them is extremely important. We believe these partnerships will help us amplify the reach of LeMall.com and further entrench our presence in the country,” said LeEco India Smart Business Electronics COO Atul Jain.
As part of the partnership, iCubeswire will support various digital marketing activities with accurate data, reports, analytics, and insights to drive higher ROI. In the past as well, iCubeswire has helped LeMall.com, in generating pre-buzz ahead of the launch of LeEco’s Superphones and sustaining momentum for them, ultimately aiding record-breaking sales.
Both netCORE and vCommission were recently assigned to manage the marketing duties for the “LeMall for All” day held on 9 August 2016, that saw an incredible user traction. “LeMall for All” Day is a one-day shopping festival hosted on LeMall.com where users cab avail exciting discounts on LeEco products such as Superphones, audio devices, and other accessories. LeEco plans to make this a recurrent shopping carnival going-forward. After successfully supporting the launch of Le 2 and Le Max2, netCORE will also work with LeEco to support the first flash sale of its Super3 Series TVs.
Over the years, marketing has moved beyond the traditional and has implications for a wide variety of stakeholders. In such a scenario and a fiercely competitive smartphone industry, these partnerships will empower LeEco to differentiate itself from others.
MAM
Kelvinator launches ‘Summer Paused’ AC activation in Mumbai
Three day Carter Road stunt targets Gen Z with interactive cooling experience
MUMBAI: Mumbai’s heatwave met its match and briefly, even time seemed to freeze. Kelvinator has rolled out an on-ground activation titled ‘Summer Paused’ at Carter Road Promenade, turning a busy seaside stretch into a surreal, snow-dusted spectacle to spotlight its heavy-duty air conditioners. At the heart of the installation is a live performer suspended mid-motion, staged as a “frozen” figure amid artificial snow and icy backdrops. The visual contrast chilled theatrics against Mumbai’s peak summer does the heavy lifting, translating a product promise into something passers-by can literally see and feel.
The objective is clear: cut through seasonal advertising clutter and make cooling tangible. Rather than leaning on traditional messaging, the brand is betting on experiential storytelling to drive recall and social media traction.
The three-day activation is designed to be more than a static display. Interactive formats such as ‘Break the Freeze’, ‘Brain Freeze’, and ‘The Staredown’ invite visitors to engage directly, nudging them from spectators to participants. An Instagram-led mechanic further amplifies the effort, encouraging user-generated content and extending the campaign’s reach beyond its physical footprint.
The choice of location and format signals a sharp focus on younger, digital-first audiences Gen Z and millennials who frequent high-footfall urban hotspots and are more likely to share immersive experiences online.
Behind the theatrics sits a broader product push. Kelvinator’s latest AC range is positioned around smart technology, energy efficiency, and durability, tailored to increasingly unpredictable and intense Indian summers. But instead of listing features, the campaign opts to dramatise the outcome: cooling so effective, it can “pause” summer itself.
In a category where every brand promises relief, Kelvinator is trying to make that promise visible, one frozen moment at a time.
