The mobile phones category has been witnessing high decibel action in recent months with a host of global as well as local players making a beeline to capture a fair share of the market. India is today the second largest market for mobile phones, with smartphones alone accounting for a huge chunk of the growth numbers. Gionee Mobiles has made rapid strides in the category and has been constantly challenging leading smartphone players.
As the brand seeks to attain the next level of growth, Gionee Mobiles was looking for an agency team that could partner them in good measure in achieving this ambitious plan. In Mullen Lintas, the brand has found an able ally that will assist it in achieving the stated objective.
The agency was chosen for its proven credentials and presenting a compelling brand idea that resonated with what Gionee had in mind for the Indian market. The mandate given to Mullen Lintas is to build and popularize the brand in a highly competitive smartphone market. As the custodian of the brand, the agency will handle the strategy, planning & the creative responsibilities of Gionee Mobiles. Initial work has already started on the launch of the new identity and should be out in the market soon.
Commenting on the development, Nomit Joshi, Marketing Head, Gionee Mobiles said, “We are very excited to have Mullen Lintas as our creative partner. We are looking forward to great partnership and are confident that together as a team we will take brand Gionee to the next level of growth."
On winning the new mandate, Virat Tandon, CEO, Mullen Lintas said, “The team at Mullen Lintas has immense category experience and has built mobile brands in the past. We see a great opportunity for Gionee in the Indian market as it is appropriately placed to be the next big player in the category. We are aligned to the ambitions of the brand and are excited about this relationship. We are happy to partner with them and are hopeful of a long & a fruitful association.”
Gionee Mobiles is targeting a market share of 10% in India this fiscal. It plans to achieve this growth by launching a host of new models in the coming weeks. At present, the market share of Gionee is around 5%. Gionee will look to flood the market with its new offerings especially during the ongoing cricket season.
On the future promise that the brand holds in the marketplace, Amer Jaleel, Chairman & CCO, Mullen Lintas said, “Mobile phones have literally changed the way we engage with life. Our attempt with Gionee will be to play an important role in the lives of these people who are forming new rules to make their lives more interesting and fulfilling.”
Over the past few years, Gionee has grown rapidly, expanding its presence in countries including India, Nigeria, Vietnam, Taiwan, Myanmar, Thailand and Philippines. Gionee products are currently on sale in India, Bangladesh, Pakistan, Indonesia, Vietnam, Thailand, Philippines, Malaysia, Russia, Middle East and Africa, with exports reaching 1 million phones per month for the overseas markets.