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
MUMBAI: India’s most famous hot seat is about to welcome an unlikely first-timer. For the first time on Hindi general entertainment television, industrialist Kumar Mangalam Birla will appear on Kaun Banega Crorepati, the iconic quiz show hosted by Amitabh Bachchan.
The special episode marks a rare meeting point of boardroom heft and prime-time television, bringing one of India’s most influential business leaders face to face with the country’s most enduring screen legend. It is a crossover that blends intellect, leadership and popular culture, all under KBC’s familiar spotlight.
Birla’s appearance dovetails neatly with the show’s current theme, Jahaan Akal Hai, Wahan Akad Hai, which celebrates the confidence that comes from clarity of thought and knowledge. His presence lends weight to the idea that sharp thinking and conviction are as vital in life as they are in the quiz chair.
In a thoughtful conversation with Bachchan, Birla shared an upbeat view of India’s economic journey, pointing to the nation’s rapid growth and the scale of opportunity opening up across industries and communities. He spoke of momentum, ambition and a future shaped by enterprise and ideas.
The episode is not all serious talk. In lighter moments, Birla confessed his long-standing admiration for Bachchan, calling him his favourite actor and admitting to a touch of nervousness at answering questions in front of the Shahenshah himself. The candour adds a human touch to a man more often seen in headlines than on television sets.
The special episode airs on Monday, 29 December at 9.00 pm on Sony Entertainment Television and Sony LIV.
