VIVO India kicks off faster than faster campaign through Lowe Lintas Delhi starring Ranveer Singh
With the much-awaited VIVOIPL 2016 ready to take off, Title Sponsor VIVO has rolled out a brand campaign promoting its latest product offering – VIVO V series smartphones-V3 and V3Max Series. The new campaign is themed around “Faster than Faster” and highlights multiple features of the newest offering from the leading smartphone player including its breakthrough faster fingerprint unlocking technology.
To further strengthen the brand’s popularity among the consumers, Vivo India has roped in Bollywood heartthrob and youth icon Ranveer Singh as its brand ambassador. With his ability to instantly connect with the youth, Singh will be exhorting users on the benefits of the new smartphone in a quirky and unabashed manner.
Commenting on the new campaign Alex Feng, CEO of Vivo India said, “It gives me immense pleasure to announce the launch of our innovation, the V3 and V3 Max for the Indian market. The V series designed with creativity and equipped with state of art technology will be a landmark for Vivo India. And we are truly delighted to have Ranveer Singh as the face of Vivo in India. Ranveer enjoys a huge fan following amongst the young Indian audience and Vivo being the brand for the youth, this lethal combination is all set to create magic in the Indian market. The campaign also looks young and fresh and we are confident that it will help the brand grow to the next level.”
Launched exclusively on the digital platform first, the campaign sets up VIVO V3 and V3Max as a device that’s faster than any other phone in the market. It includes three TVCs which showcase how the VIVO V3 and V3Max helps Ranveer go about fulfilling his tasks rather faster. The faster performance has been illustrated by means of fast cuts which also show the progression of the story. The stories beautifully capture Ranveer’s personality and his energy. The viewer gets to see three different shades of Ranveer in each TVC. While in one TVC, we see how he, as a celebrity, deals with a star struck fan, in the second one he is a cute boyfriend who is trying to make things possible for his girlfriend and the third one shows his naughtier side. The films have been directed by Dibakar Banerjee who is an ace Bollywood filmmaker and has several hits to his list and has been produced by Sniper Shoots Production. The key features of the phone – faster fingerprint unlocking, faster processor and 4GB RAM have been beautifully integrated in all the three films.
Naveen Gaur, President, Lowe Lintas Delhi (pictured left) said, “The task was to establish Vivo in an incredibly competitive landscape of mobile handsets and launch the new V3 and V3Max with a campaign that brings alive the product proposition of ‘fastest phone’ in the market. For that, we chose Ranveer Singh as the brand ambassador as he truly symbolizes ‘fast’ both in terms of his success and growth in the film industry and his immense energy. His association has ensured a strong youth connect and he has beautifully demonstrated the key features of Faster RAM, faster fingerprint unlocking and faster processor in the campaign.”
Sharing his views on the creative thought-process behind the campaign, Arun Iyer, Chief Creative Officer, Lowe Lintas said, “The features that make VIVO V3 and V3Max exceptional were many but the ones that particularly stood out and provide the brand its ethos were fast speed, huge memory and being an able ally of the youth. The campaign shows Ranveer Singh encapsulating these attributes in his unusual style and manages to establish a strong brand connect. Filmmaker Dibakar Banerjee has done a wonderful job in bringing these moments to life in a manner befitting the brand.”