INQ Mobile, the wholly-owned subsidiary of Hutchison Whampoa, has embarked on its launch campaign in India that showcases its vision of proper Internet communications for the ‘Facebook Generation’. While Euro RSCG has conceptualised the campaign, MPG is the media agency on the account.
Client: Hutchison Whampoa
Brand: INQ mobile
Agency: Euro RSCG
Medium: TVC, radio, digital and OOH
Commenting on the thought behind the launch campaign in India, Jeff Taylor, Marketing Director and Co-Founder, INQ Mobile, said, “INQ has been created for the new generation all over the world, who lives online 24x7 and are driving a social revolution. Our first India campaign, called ‘Inquilab’, is about that generation and has been executed in a style very natural to us. We shot the campaign in conjunction with some of India’s most talented photographers, directors and models, and are thrilled with the results. Our handsets deliver super fast 3G access with the simplest, most useful social networking tools in the market.”
Speaking about the new campaign, Satbir Singh, Chief Creative Officer, Euro RSCG, said, “The strategic intent of the campaign was to sharply define a space in a category that has seen multiple launches recently. The INQ campaign aims to establish a brand, which is born in today’s world of social revolution. No one till date has looked at the mobile phone along the vectors of fashion and social revolution. INQ talks a new, refreshing language of friendship, bonding and sharing. The creative idea of ‘Inquilab’ is an exciting cocktail of this social revolution and fashion, which is so integral to the brand. The advertising talks about INQ as the newest instrument of change.”
The Final Product:
The campaign aims to convey the attitude and personality of the INQ brand and a generation that has grown up with the Internet as an integral part of their lives. The multimedia campaign covers print, TV, radio across four of the largest Indian metros and also spans a breadth of digital activities, including online, search and social networking sites. The campaign will also carry straplines, which underline INQ’s award-winning features and INQ’s credibility as the true home of always connected communications devices.
But does the campaign work? According to N Padmakumar, NCD, Everest Brand Solutions, “I didn’t have a clue as to what was going on in the commercial, except that there was some photography and make-up going on. There was no story coming through even faintly. The camerawork was good though, which is now a feature that is largely hygiene.”
Being a launch campaign, the expectations were high. Though the concept was a good one, the execution perhaps has fallen short of meeting the concept requirement. Hence, the final ad comes through as somewhat confusing and the message remains unclear.