Home >> Marketing >> Article

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

26-March-2018
Font Size   16
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.


https://www.youtube.com/watch?v=Bm-KXjWG2WM


Kartikeya Sharma says that June has been the best month for sales in the 11 years that the brand has been in India

The newly appointed CEO of ZEE5 on how he aims to have the widest appeal in the OTT space amongst Indian consumers

The VP, Marketing and Communications (South Asia), talks about the company's growth strategy, its focus areas, impact of demonetisation on consumer behaviour and much more

Siju Prabhakaran, South Cluster Head, Zee Entertainment Enterprises Limited, talks about channel's rebranding, extending fiction shows to weekends and much more

right
left
RADIO CITY CELEBRATES ITS 17TH ANNIVERSARY WITH CONCERT, AWARDS AND FUN 5TH EDITION OF TIMES NOW & ICICI BANK’S NRI OF THE YEAR AWARDS GLOBAL INDIANS PITCH CMO SUMMIT BENGALURU SEES TOP INDUSTRY LEADERS AND MARKETERS IN ATTENDANCE DISTINGUISHED JURY COMES TOGETHER TO PICK WINNERS FOR PITCH’S TOP 50 BRANDS PITCH CMO SUMMIT BANGALORE SEES TOP CMOS ACROSS INDUSTRIES IN ATTENDANCE 1ST REPUBLIC TV GULF INDIAN LEADERSHIP SUMMIT & AWARDS HONOUR STALWARTS OF INDIAN GULF BUSINESS COMMUNITY SONY YAY! CELEBRATES ITS FIRST BIRTHDAY WITH PARTY FOR TRADE PARTNERS THOUGHT LEADERS AND TOP DIGITAL MARKETERS SPEAK @ EXCHANGE4MEDIA GROUP’S TECHMANCH 2018 IN MUMBAI EXCHANGE4MEDIA’S IDMA 2018 RECOGNIZES INDUSTRY’S BEST DIGITAL MARKETING CAMPAIGNS REALTY PLUS UNVEILS COFFEE TABLE BOOK AT 10TH CONCLAVE & EXCELLENCE AWARDS @AHMEDABAD EMINENT JURY CONGREGATES TO PICK WINNERS OF INDIAN DIGITAL MARKETING AWARDS 2018 OFF THE CUFF SEES ‘SWACHH BHARAT ABHIYAN’ MAN PARAMESWARAN IYER IN CONVERSATION WITH SHEKHAR GUPTA EXCHANGE4MEDIA’S LOUDEST.IN HOSTS INAUGURAL EDITION OF MUSIC INC. IN MUMBAI EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES BSNL & CALL2ACTION COMMUNICATION INDIA LAUNCH MOBILE ADVERTISING PLATFORM, INFOMO IN NEW DELHI CHILDREN’S RIGHTS ACTIVIST KAILASH SATYARTHI LAUNCHES BOOK ‘EVERY CHILD MATTERS’ SENIOR JOURNALIST VIJAY TRIVEDI LAUNCHES BOOK ‘YADA YADA HI YOGI’ BASED ON YOGI ADITYANATH EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS

In the same week, in BARC's Top 10 Advertisers FMCG brand Hindustan Lever continued to reign the category

Hero Motocorp remained the leading advertiser followed by AMFI, Honda Motorcycle & Scooter India.

Ali Hussein talks about the platform's consumer engagement strategy, relationships with telco-partners and what made the 40-year-old film company want to march in the OTT space