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IPL is a very important time-frame for us: Head of Marketing Strategy,Vivo

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IPL is a very important time-frame for us: Head of Marketing Strategy,Vivo

With VIVO Indian Premier League two weeks away, the Chinese smartphone brand is playing its marketing game to the tee. Following the announcement of signing ace Bollywood star Aamir Khan as their brand ambassador on March 19 the same week, it revealed its flagship smartphone V9. Priced at Rs. 22,990, it’s targeted at the millennials who seek the best smartphone experience.

Nipun Marya, Head of Marketing Strategy, Vivo smartphone, says it’s all a part of the game plan for the crucial IPL period. “IPL is a very important time-frame for us. It’s all a part of the plan of how we can bring new things to our consumers and ensure that we're staying true to our spirit of innovation by pushing benchmarks,” he says.

Given the current investments in the country (cricket and Aamir Khan,) it’s evident that Vivo is here for the long haul and not compromising on anything. Marya insists, “We want to build Vivo for long-term in India. So keeping our consumer’s interests in mind, whatever investments have to be made will be planned accordingly.”

At the unveiling of V9, three campaigns were launched to promote the product with Aamir Khan conceptualized by Ogilvy. So, undoubtedly, there will be a 360-degree marketing campaign touching television, print, radio, OOH and digital around the upcoming products. It has co-presenting sponsorship on Hotstar as part of their Star engagement. The three TVCs will air across all the leading channels during the tournament. The campaign also includes more films with undecided timings. Marya added that there will be both Above-The-Line (ATL) and Below-The-Line (BTL) initiatives. “We are also the co-presenting sponsors with Star for IPL both on broadcasting and digital. We have some plans on-ground which will be revealed closer to the tournament,” he says.

The Head of Marketing claims that Vivo is the marketing leader both in 20-25K and 20-30Ksegment. According to German research firm GfK, it ranks second. So the launch of their flagship smartphone with IPL around the corner should ideally mean more eyeballs followed by sales. Without disclosing the target, Marya mentions that “With this launch, the target is to continue the market leadership.”

Khan replaced the flamboyant Ranveer Singh who represented the smartphone brand for the last two years. They ended their association mutually in February. With Khan, the brand aims to reach out to more consumers across different strata of the society. “People know about Vivo but there are qualities like innovation, quality and reliability we offer and trustworthiness we deliver on-ground that need to be expressed more. We believe Aamir lives by these values. He is trusted and loved by people from all age groups across all sections of society because of the roles he essays, choices he makes and the commitment he shows in whatever he does. So Vivo and Aamir are a perfect choice,” Marya states.

Vivo became the title sponsor of the Indian Premier League (IPL) for 2016, 2017 and recently bagged the title sponsorship for the next five years. It is also the title sponsor of Pro Kabaddi for five years since 2017. At the global stage, Vivo became the official sponsor of 2018 and 2022 FIFA World Cups.

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