HMD unveils campaign with Sanya Malhotra

HMD has launched its new brand film with brand ambassador Sanya Malhotra.

The campaign’s core message, “Claim Your Vibe,” moves beyond technical specifications to focus on how a smartphone integrates into and enhances daily life. It celebrates individuality, confidence, and self-expression that defines Generation Z and young millennials.

Ravi Kunwar, CEO & Vice President of India & APAC, HMD, emphasized the strategic shift, stating, “In a market that often focuses solely on specs, we are making it about the experience. It’s about how the device optimizes your day and enhances your life, not just a single feature. Our partnership with Sanya and the launch of Vibe 5G is a key milestone in our brand journey. With a full-line presence from sub-₹10,000 to higher mid-range devices, we are now positioned to win the hearts of young Indians by combining lifestyle, AI-driven utility, and digital wellbeing.”

Speaking on the association, Sanya Malhotra said, “Claiming your vibe is about owning who you are with comfort and confidence. That’s a feeling I personally connect with. My journey with HMD began with loving the style and camera of their special edition phones, and now with the Vibe 5G, it’s about how the device becomes a seamless part of expressing my creativity every day. The device is engineered to deliver a powerful, smooth 5G experience without compromising on the features that matter most to young users, packaged in a stylish, budget-friendly design. It’s not just a phone; it’s a partner in my vibe.

The brand campaign has been designed by the Creative Director Rajesh Minocha, Co- Founder, And And Brand Partners. On this occasion, he expressed, “Our vision was to move beyond a product showcase and create a feeling—a pulse of youthful energy and self-assurance. We wanted to visually translate the joy and confidence of ‘claiming your vibe,’ and Sanya Malhotra embodied that spirit perfectly. Every frame is designed to inspire the audience to embrace their own unique identity.”