Smartphone brand, Vivo India rolled out a festive campaign for Diwali, featuring veteran actor Kanwaljit Singh. Conceptualised by Dentsu Impact, the campaign encapsulates the role of smartphone photography in rekindling the joy of connection. Nipun Marya, Director, Brand Strategy at Vivo India walks us through the insights behind the campaign and the innovations the brand has introduced in the wake of the country’s growing digital transformation today
Q] What message do you want to convey with your new Diwali campaign? What was the insight that led to it?
As a consumer-centric brand, Vivo has always focused on establishing a strong connection with its audience through emotional storytelling. With the #JoyofHomecoming campaign, which features the veteran actor Kanwaljit Singh and conceptualised by Dentsu Impact, we want to remind everyone that the festival of lights is fondly celebrated when the entire family gets together. The campaign encapsulates the role of smartphone photography in rekindling the joy of connection, and it aims to bridge the emotional and physical distances between families and spread happiness. India is a collectivist society and all of us are deeply emotionally connected with our families and loved ones. At Vivo, we understand that technology is an enabler for the joy in our lives and through this campaign we want to celebrate homecoming, as people will be able to visit their families by taking necessary precautions and celebrating this festival at home.
Q] Vivo recently launched the X70 Pro series and Vivo V21 Neon Spark Edition; tell us about the new launches and the consumer response to them?
As a leader in the smartphone segment, we have set high benchmarks in the industry by launching meaningful innovations for our consumers and won the admiration of smartphone lovers with technological prowess. The recently launched X70 series co-engineered with Zeiss is a testament to the capabilities that Vivo has as a premium smartphone brand. Similarly, the Vivo V21 launched this year is designed to #DelightEveryMoment; the device offers a stylish design that is complemented with a unique OIS (Optical Image Stabilisation) front camera housed within one of the industry’s slimmest smartphones. We also announced a special edition of the V21 – V21 Neon Spark. Constructed specifically for Indian consumers, V21 Neon Spark is a device that is perfect for those who want to stand out from the crowd and express their individuality. The initial response of the X70 Series and V21 Neon Spark has been overwhelming, and we hope to continue the momentum in the future.
Q] What are the emerging trends in the smartphone and tech industry? How is Vivo leveraging the new trends to drive growth for your business?
We have witnessed some path-breaking innovations in the last 5-6 years. As the dependency on smartphones increased, the industry witnessed an evolution in camera innovation, blazing-fast processor and design aesthetics. Particularly, smartphone camera technology has evolved to a point where we rely on our mobile phones to capture joyous moments of our lives.
As a consumer-centric brand, Vivo has constantly set high standards at every step and won the admiration of smartphone lovers with its technological expertise. From introducing the 20MP moonlight selfie camera to launching its first smartphone with in-built Gimbal technology, Vivo has always surprised the audience with its innovative products. The recently launched X70 series is a testament to the capabilities that it has as a premium smartphone brand. Going forward, we aim to further enhance the customer experience through our intense R&D capabilities. We will continue to focus on introducing game-changing innovations and enhancing smartphone user experience.
Q] What new innovations have you come up with keeping in mind the growing digital transformation?
The industry is evolving rapidly, and we are witnessing innovation across design, camera, and overall performance. From multiple demonstrations of smartphones like slim to foldable ones, smartphones are no longer luxury possessions but have become a necessity and at the same time, a fashion accessory. Similarly, it is remarkable how smartphone camera technology has evolved to a point where we can comfortably rely on our devices to vividly capture the most important moments in our lives. In addition, millennials today love creating and consuming short ‘snackable’ videos on their smartphones. So, excellent front and rear cameras are some of the most desired features of the mobile phone. Our focus is in line with what customers need. We have been at the forefront of the smartphone camera revolution. From camera and design-centric offerings like Vivo V21 to premium and sophisticated camera set-ups like X-Series, the brand has always strived to redefine the smartphone experience.
Q] What are your plans for the festive season? Do you have any upcoming launches in the pipeline?
As we gear up for the festive season, Vivo has introduced exciting offers and discounts on its popular smartphones including X Series, V series, and Y Series. This will enable our consumers to buy their favourite Vivo smartphone at an affordable price, and also enjoy offers like one time screen replacement, extended warranty, and no cost EMI. We are expecting a strong scope for engagement with the consumers, and smartphone sales are expected to increase in the next few months. The launch of X70 series is Vivo’s key product offering in the premium segment ahead of the festive season. The initial response has been overwhelming, and we hope to continue the momentum during the festive season. In addition to this, our V series has been successful in the 20-30k segment over the years. We announced V21 this year and customers have loved the product. Similarly, the Y series has been the volume driver for us in the 10-20k segment. We will continue to delight our customers with splendid innovations.
Q] Going forward, what are some of the core focus areas going to be for the brand?
We have always focussed on providing innovative technology to our customers and helping spread joy in their lives. This has been our vision for the last six years of spreading happiness among our consumers, partners, employees, and shareholders. With the same vision, we will continue to delight our customers by bringing splendid innovations in the future.