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.
Brands
JioStar pushes HD viewing as default for IPL with Watch on HD campaign
New campaign highlights how younger viewers are driving HD adoption at home
MUMBAI:JioStar is making a clear pitch to cricket fans: if you are watching the Indian Premier League, it might as well be in high definition. The media giant has rolled out its latest Watch on HD campaign, positioning HD viewing not as a luxury but as the new normal for IPL audiences on linear television.
At the heart of the campaign is a light, relatable film set in a typical Indian household. It flips the script on tech adoption, showing a young boy questioning his parents for watching a match in standard definition before switching it to Star Sports HD himself. The message is simple and sharp: even kids know HD is the way to go.
The campaign taps into a broader behavioural shift. Younger viewers are increasingly influencing how families consume content, from streaming habits to display quality. In this case, they are nudging households toward better picture clarity and a more immersive sports experience.
Built around the idea that “even children know the real IPL experience is on HD,” the campaign reflects how deeply HD has embedded itself into everyday viewing. For fans, especially during high-stakes matches, sharper visuals and finer details are no longer optional extras but part of the core experience.
A spokesperson from JioStar said the aim is to mirror how audiences already engage with content today, where HD is widely accessible and easy to adopt. The focus, they added, is on ensuring viewers do not miss the nuances of the game, from a perfectly timed cover drive to the emotion on a player’s face.
With IPL continuing to dominate as one of India’s biggest shared viewing events, JioStar’s campaign underlines a broader industry push: elevate the baseline experience. As HD penetration grows across markets, the company is betting that clearer screens will translate into stronger viewer loyalty and engagement.
In a tournament built on spectacle, JioStar is making its stance clear. For IPL fans, HD is no longer the upgrade. It is the expectation.
