As part of its brand value of “Questing for more”,iQOO a sub-smartphone brand of the vivo group has released two brand assets. ‘The Quest Film: Keep Questing’ and The Quest Report 2024 targets the Gen-Z cohort globally.
Questing for More
Made under the direction of the renowned filmmaker, Shoojit Sircar, popularly known for his films like Pink, Sardar Udham, and Piku, the story also features an inspiring message from social media big-wig, Bhuvan Bam.
The short-film is 3-minutes long and tells the tale of a young man, who against the wishes of his father, dares to choose an unconventional path to pursue his dreams as a content creator.
The talented ensemble cast includes Babla Kochar, Anubha Fatehpuria, Yogendra Singh, Aditya, and Ebong Ipsita, who bring their characters to life with charm and charisma at every turn.
Launch Event
Conceptualized by Ogilvy India, the story depicts the importance of exploring one’s true quest, while highlighting the youth’s preference for a new-age career. The "Keep Questing" motto, aims to inspire the youth to explore their passions, and follow their dreams and aspirations. The film delves into the quest of the youngest boy of the family who aims to make it big in his life despite multiple hurdles.
On the film's release, Bhuvan Bam shared, "When the iQOO team invited me to join their campaign celebrating the pursuit of youth dreams, I felt an immediate connection. The spirit of ‘I Quest On and On’ embodies the ambition and determination that drive so many young people today. Being part of a story that resonates so closely with my own journey was a truly rewarding experience. I hope this film inspires others to persevere and continue chasing their dreams."
Sharing his experience about making the film, Shoojit Sircar said, "A large part of filmmaking is about connecting to the questers and hence, creating this film was an inspiring journey. When I was presented with the concept, I was immediately convinced as Gen Z's relentless pursuit of innovation and their desire to break new ground resonated with me deeply. They strive to do things nobody has done before and become individuals others admire. Their boldness and ambition are the heart of this story. I hope this film not only entertains but also motivates viewers to chase their dreams fearlessly and redefine what's possible,"
The quest report
The The Quest Report 2024’ with CMR encapsulates insights from 6,700 respondents, aged between 20-24 years, 7 countries- India, United States of America, United Kingdom, Brazil, Malaysia, Thailand, and Indonesia. The report covers three broad areas: Gen Z Questers’ spirit & motivation to fulfil their dreams, obstacles & barriers that disrupt their quest for passion, and career choices that drive their interests.
Executed by iQOO with CyberMedia Research (CMR), the report decodes Questers’ drive, passion and ambition through a quantitative metric- Quest Index, or “QI”. The results showcase India’ s QI as 9.1 followed by Malaysia with 8.7 QI, Thailand & USA with 8.2 QI, Indonesia with 8.1 QI, United Kingdom with 8 QI, and Brazil with 7.8 QI.
While sharing views on the report, Prabhu Ram, Vice President– Industry Research Group, CyberMedia Research (CMR) said, “In our increasingly complex, digitally-driven world, today’s youth face unprecedented challenges. At CyberMedia Research (CMR), we have been at the forefront of understanding these evolving consumer paradigms. CMR’s research done for The Quest Report, commissioned by iQOO, explores the perspectives of a brave new generation of youth across Asia, Europe, North America, and South America, providing invaluable insights into their mindset and their quests. The high levels of clarity and focus on big dreams along with a hustler mindset underscore the state of today’s youth in India.”
The Quest Report highlights the tremendous potential India holds on the global stage and underscores the optimism driving this remarkable generation.
