Factual
Launch TVC of Gionee in India
MUMBAI: Launch TVC of Gionee in India.
1. Company Background:
Established in 2002, Gionee is a technology driven company engaged in mobile device Design, R&D and Manufacturing. In 2005 Gionee adopted the forward integration strategy to do business in its own brand in markets across the globe. Gionee is known for bringing quality, innovative products with world class standards which have today helped them to be no 2 in mainland China by selling over 23 million units annually. The brand has a strong presence in the Middle East, Northern Africa, Vietnam, Taiwan, Myanmar, Thailand and they recently entered the Indian market.
2. Creative Strategy:
Living Life and Enjoying Life.
Technology makes us experience wonderful things in life and the ELIFE E6 takes it to a whole new experiential level. With its own research and development facility, Gionee leverages top notch engineering skills to constantly innovate and manufacture one of its kind hardware. Thus, in a marketplace saturated with every company harping upon its software features, Gionee takes the leap with hardware that excites and engages the user. Features that enable us to experience the joy of life and help us do more with less.
The TV commercial encapsulates various unique hardware features in an interesting visual story. Each of the sequences is designed to inspire Awe, Wonder and a sense of Discovery. It takes the viewer beyond reality and takes them into a surreal wonderland. Unfolding a larger than life picture. Be it the One Glass Solution, DTS Sound, 1.5 GHz Quad Core Processor, Unibody design or the never before 5MP front camera. The Elife E6 enables us to experience beyond normal, beyond the ordinary. Living much more than usual. Enjoying life to the hilt.Doing more. With less.
According to Mr.Arvind.R. Vohra, Managing Director, Syntech Technology India, the whole idea behind this launch TVC is to go and talk about the hardware supremacy of the product. Our objective for Gionee was clearly to reach to the consumers at the national level so strategically we decided to push the phone through the hardware route. Because to enjoy the software features we need to have the right hardware to blend and give a world class experience.
The Partner & Director of Brand Curry Communication Mr.Ratno Rudra, who worked on this massive campaign said that the creative strategy was to set up the user pay off arising out of hardware – unique life experiences that the handset promises, an empowerment that allows a sense of discovery, uninhibited. Mobile phone market is witnessing high –decibel advertising where every brand is trying to outshout the next one with new promises and different value propositions. We attempted a freshness in execution strategy away from the cluster of hard working propositions and hence this communication with symbolism. Our team believed that Surreal in the world of ultra -real should stand out and make consumer notice the communication.
4. Date when TVC is going on air and for how long
23 October and is a 5 week campaign
http://www.youtube.com/watch?v=MsA67z_qucs
3. Agency team credits/Production house/Name of film director
TEAM BRAND CURRY /Kiss Films / Juan Jaramillo
Factual
National Geographic launches ‘Postcards from Hong Kong’ with Ridhi Dogra
New series explores the city’s hidden gems and vibrant contrasts, premiering 28 March.
MUMBAI: Ridhi Dogra just sent a postcard from Hong Kong that’s worth framing because when a bustling metropolis reveals its quiet trails and timeless traditions, even the skyline takes a back seat. National Geographic has unveiled Postcards from Hong Kong, a refreshing travel series hosted and curated by actor Ridhi Dogra. Produced by National Geographic Creative Works in collaboration with the Hong Kong Tourism Board, the show offers an intimate, Indian traveller’s perspective on one of Asia’s most iconic cities, moving beyond its glittering harbour and skyscrapers to uncover serene beaches, scenic hiking trails and deep cultural traditions.
Across three visually rich episodes, Ridhi journeys through contrasting sides of Hong Kong. The first episode takes her on a quieter path of self-discovery to places like Sai Kung, Big Wave Bay, Dragon’s Back, Tai O, Ngong Ping, Po Lin Monastery and the Tian Tan Buddha. The second episode dives into the city’s energetic side, from the bustling streets of Causeway Bay to Happy Valley Racecourse, Michelin-starred spots and luxury shopping at Landmark.
Ridhi Dogra said, “Being part of Postcards from Hong Kong with Nat Geo was a deeply enriching experience. What I love about this journey is that it goes beyond the obvious; it’s not just about the skyline or the speed of the city but about the stories that live in its quieter corners.”
A National Geographic India spokesperson added, “With Postcards from Hong Kong, we set out to go beyond the familiar and explore the city through a more intimate, human lens.”
Hong Kong Tourism Board director of South Asia Puneet Kumar noted, “Postcards from Hong Kong is a reflection of meaningful storytelling that brings the city to life in an immersive way. It beautifully captures the diversity and spirit that define Hong Kong.”
Blending travel, culture and personal storytelling, the series celebrates Hong Kong as a city of contrasts where modern life meets tradition and every corner holds a story waiting to be discovered. It premieres on 28 March at 8 pm on the National Geographic Channel and will also stream on JioHotstar.
In a world of hurried travel reels, Postcards from Hong Kong slows things down just enough to let viewers truly see the city not just its lights, but its layers, proving that the best souvenirs are the stories you bring home.
