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HMD today launched its brand film for the HMD Vibe 5G, which the company claims marks a significant refresh for the brand in India. The film stars actor and HMD brand ambassador Sanya Malhotra, and introduces the HMD Vibe 5G, described by the brand as a device designed to empower India’s youth to claim their unique identity and style.
Watch the campaign here:
The campaign’s core message, ‘Claim Your Vibe,’ is said to move beyond technical specifications to focus on how a smartphone integrates into and enhances daily life. According to HMD, it celebrates individuality, confidence, and the authentic 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.”
The new brand film features Sanya Malhotra in a dynamic narrative that encapsulates the spirit of the campaign. 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.”
The integrated marketing campaign is described by HMD as harnessing bold digital storytelling across social platforms to spark conversations and build momentum. The brand also claims it will leverage cultural moments such as Music Day and Social Media Day to connect with audiences. At retail touchpoints, the company says vibrant POS materials will highlight product features, aiming for a consistent brand experience across online and offline channels. The campaign reportedly takes a 360-degree approach, spanning TV, Print, Digital, and Social Media.
HMD has indicated that more milestones are planned for 2025.
