NEW DELHI: Leading online smartphone brand Poco India has come up with a new brand identity – ‘Made of Mad’, in a fun campaign created by DDB Mudra.

The series of quirky films features the Poco’s new mascot conveying the brand story with unconventional and edgy visuals. The campaign attempted to go beyond just being a showcase of the superlative specs of the phone and highlights the brand ideology.

At a time when the booming yet crowded smartphone category is witnessing sameness in advertising, specs, looks, and positioning, the campaign has tried to break through the clutter and appeal to the psyche of millennials and Gen Z. It has done that by using unconventional visuals and storytelling devices which could leave an impact in a world of high voltage celebrity endorsements.

Poco India marketing head Raghav Chitra said, “‘Made of Mad’ is a creative rendition of what our fans and consumers can expect from a brand that imbibes a very unique, compelling philosophy behind its products. It is also a representation of our consumers who are driven by the spirit of mad: independent, ambitious, eccentric, and irreverent in their pursuit of perfection. Through this initiative, we want to build a belief system that enhances the overall Poco experience that our users find relevant.”

According to DDB Mudra Group creative director Vishnu Srivastav, the effort was to differentiate Poco clearly in the minds of the youth. “Somewhere along the way, we heard from consumers that Poco must be mad to give such features at such a price. So, we wanted to celebrate this mad spirit in its way with work that’s both eccentric and entertaining,” he added.

The #MadeForMad campaign is live on social media.

Legend of Mad (main film) – https://youtu.be/VFX2l_SgtWM

Mad is the light - https://youtu.be/YdMm26OPrn8

When life gives you madness - https://youtu.be/GYuNJ6_9qQM

Unboxing madness - https://youtu.be/VOeRRD7gRCE

Madness is served - https://youtu.be/cGYu3BzMA9U