MAM
The new Poco C31 campaign pushes the smartphone to its limits
Mumbai: Homegrown online smartphone brand Poco launched a campaign called ‘Life Tested,’ showcasing the build and sturdiness of its recently launched budget entrant, Poco C31. The campaign, conceptualised by DDB Mudra, is a testimony to the smartphone’s robust quality through a series of relatable, slice-of-life tests.
The campaign draws inspiration from the use of smartphones in real-life scenarios bringing out the durable features of Poco C31 with a tested approval from the real experts- the consumers. Featuring two short films, the campaign puts a refreshing cap on smartphones subjected to rigorous lab tests by scientists in controlled environments.
“We have all seen ads of products being tested in labs, scientists asking you to buy them because they recommend it, etc. But here we had the POCO C31 that was – yes, tested in labs, but for life. And that to us, made for a very interesting story,” said DDB Mudra Group creative director Saritha Rajgopal, adding a creative perspective.
“We imagined intellectual, serious scientists sitting in their labs, testing the phone in real-life conditions, and getting a little carried away while in the process. So, we created a lab, brought in scientists, and got them to not just lab-test the phones, but life-test them,” she added.
The first video ‘Hi Garmi’ begins with a man preparing a meal in his kitchen and simultaneously enjoying a cricket match on Poco C31 under extreme heat and humidity, even as a bunch of scientists keep an eye on the performance of the smartphone from the other side of the wall.
The second film titled ‘Anybody Can Dance’ features a work-from-home scenario wherein the woman, totally bored and uninterested in the conference call discussion around business targets of the year, starts grooving when a distant dance music starts. As she unfolds into loud cheers, she accidentally drops her handheld mobile, while the scientists look on.
“While the Poco C31 comes with some great specs and delivers on performance, what we really wanted to bring the consumer’s attention to, was the fact that this phone has gone through several rounds of rigorous testing,” stated Poco marketing lead Raghav Chitra. “The team at DDB took a leap from here and brought to life a very important insight, that for a smartphone to survive ideal conditions, just lab-testing won’t do. It has to be life-tested. And that’s what speaks volumes about this campaign.”
The Poco C31 is available exclusively on Flipkart.
MAM
PwC India announces leadership change in Deals practice
Shashank Jain steps down as co-leader after nearly three decades with the firm.
MUMBAI: When one dealmaker steps off the pitch, another is ready to take the baton because in the fast-moving world of transactions, the game never really stops. PwC India has announced a leadership transition in its Deals practice, with Shashank Jain stepping down from his role as co-leader to pursue an opportunity in the industry. The practice will continue to be led by Mohit Chopra, ensuring continuity and sustained growth momentum.
PwC India partner and leader for advisory dinesh Arora paid tribute to Jain’s contributions. “We deeply appreciate the significant contributions made by Shashank over close to three decades he has spent with PwC, particularly his defining role in shaping and strengthening our Transaction Services practice in India,” he said. Arora highlighted Jain’s support for clients through some of the most complex and significant transactions in the Indian market, noting his deep technical expertise, sound judgment and nuanced understanding of the evolving M&A landscape.
The Deals practice remains a key growth driver for PwC India, and the firm expects continued expansion under Mohit Chopra’s leadership. He will continue to guide clients through complex transactions and transformational business moments, building on the strong foundation established over the years.
Reflecting on his journey, Shashank Jain said, “I have had an exceptional journey at PwC. I owe my growth and learning to the nurturing environment and leadership development that PwC provided.” He added that he had been working closely with Mohit and the larger team to ensure a smooth transition and expressed confidence that Chopra would take the Deals practice to newer heights.
From intern to respected deals leader, Shashank Jain has clearly closed many successful transactions and now, it seems, he’s ready to strike a new deal of his own.
