After the successful launch of the S6s smartphone a few months ago, Gionee has announced the launch of another model called A1. This model is the first flagship model under #Selfiestan and will be followed by the launch of other models under the same umbrella. The main highlight of these models is that they will all possess a selfie flash. To announce the launch of A1 in India, Gionee has launched a new campaign starring brand ambassador Alia Bhatt. The campaign aims to beat everything done in the past and is well placed to take the world of ‘selfie’ forward.
The idea developed by Mullen Lintas Delhi is called #Selfiestan, which is how the ideal world should be—a world of equals and a world where people come closer to each other; where people can express their emotions freely and connect with strangers. #Selfiestan as an idea is aimed at differentiating Gionee A1 from any other phone in the world of selfies. Gionee A1 also boasts of high battery life and other features.
Speaking at the launch of the campaign, Arvind R Vohra, Managing Director and Country Head, Gionee India, said, “The Gionee A1 is the new language of fun, laughter, and sharing. As we launch the new device in India, we want to offer a new expression to young users today. #Selfiestan is the embodiment of a world where people can express themselves freely and showcase their love for selfies. We, at Gionee India, are proud to bring our own version of selfies to India with the #Selfiestan campaign. The film reflects the unique concept perfectly.”
The campaign ropes in actor Alia Bhatt, one of the brand ambassadors of Gionee. Mullen Lintas Delhi has designed the campaign to leverage the uniqueness of the content. Given that it’s a new launch of the phone, the campaign starts with a teaser on Outdoors and TV and is backed by aggressive drive across Print, Digital, Radio, and Activation.
Sharing her views on endorsing the brand idea, Alia Bhatt said, “#Selfiestan is truly a special world where you and I can express ourselves freely through selfies. It is one big tribe of selfie lovers who change the notion of selfies being just a narcissistic form of expression to a more inclusive ‘smile-and-the-world-will-smile-with-you’ kind of place. A kind of place where all of us can co-exist feeling really amazing, all the time. So, I welcome you all to Selfiestan!”
Highlighting the creative thought process behind the campaign, Amer Jaleel, Chairman and Chief Creative Officer, Mullen Lintas, said, “Our belief in Gionee being a huge centre of the market brand led us to strategize towards not just feature-led smartphones, but towards having a POV. So, while other brands are still saying why they are good for selfies, Gionee chooses to take the larger platform—that of owning the world of selfies, which we branded as #Selfiestan. It is the equivalent of Lennon’s ‘Imagine’ anthem for today.”
The campaign was launched with much aplomb at an event in New Delhi on March 21 and will span the offline and online media in India.
Team: Arvind R Vohra, Nomit Joshi, Arshi Ansari, Juhi Chaudhary
Agency: Mullen Lintas
Creative: Amer Jaleel, Shriram Iyer, Prasad Venkatraman, Abhinav Karwal, Satyajit Ganu
Account Management: Syed Amjad Ali, Sirish Gudibande, Neha Budhiraja, Hemant Kapoor
Planning: Ekta Relan
Production House (Director): Chrome Pictures (Amit Sharma)