Neo DWC-LLC, a UK and Dubai based company, is all set to launch its mobile phones in India by August-end. This includes the Neo 808i, touted as the world’s smallest mobile phone, measuring 65mm x 40mm x 13mm and weighing only 90 gm. The company has appointed Delhi-based Samay Consultancy & Advertising Group to handle its media activities to support the launch. No pitch process preceded the account win. The creative activities would be done in-house by Neo DWC-LLC.
Commenting on the marketing and the TG, Pallav Patel, President, Neo DWC-LLC, said, “Over the years, mobile phones have become a necessity across the world, and India is no different. We believe that the youth in India need a mobile phone that is both an extension of his/ her personality, and a fashion accessory. In our first leg of promotions, we will be aiming to capture the youth of Mumbai and Delhi, for which we have already selected Samay Group as our media partner.”
“We all want phones with the latest technology. Neo encapsulates that technology within a distinctive shell. Looking at the Indian market, we don’t want to be just another mobile phone brand that will be lost amongst the crowd,” Patel added.
Amit Samvedi, Managing Director, Samay Group, said, “We are going to introduce a fresh, innovative and dynamic campaign, whose primary focus would be ‘Your Style’. It would be the backbone of all the creatives, which are being designed by Neo’s own in-house creative agency. And it is this approach that will keep our customers wanting to see what’s next. We want to create a fresh and contemporary brand that encapsulates today’s and tomorrow’s youth culture.”
The entire promotional campaign would be done over a period of four months, starting August-end, on mediums like radio, outdoor and print. For radio, Samay Group has already signed a deal with Big FM, wherein listeners would be rewarded with Neo mobiles on giving the correct answers to the questions asked.
Meanwhile, it is learnt that after Mumbai and Delhi, Bangalore is next on the agenda of Neo DWC-LLC in India.