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IPL title sponsor Vivo kicks off brand campaign ‘Faster than Faster’

MUMBAI: With the new edition of the Indian Premier League (IPL) taking off, title sponsor Vivo has rolled out a brand campaign promoting its latest product offering – VIVO V series smartphones-V3 and V3Max series.

The new campaign, themed around “Faster than Faster”, highlights multiple features of the newest offering.

To further strengthen the brand’s popularity among the consumers, Vivo India has roped in Bollywood heartthrob and youth icon Ranveer Singh as its brand ambassador.

With his ability to instantly connect with the youth, Ranveer Singh will be exhorting users on the benefits of the new smartphone in a quirky and unabashed manner.

Vivo India CEO Alex Feng said, “It gives me immense pleasure to announce the launch of our innovation, the V3 and V3 Max for the Indian market. The V series designed with creativity and equipped with state of art technology will be a landmark for Vivo India. And we are truly delighted to have Ranveer Singh as the face of Vivo in India. Ranveer enjoys a huge fan following amongst the young Indian audience and Vivo being the brand for the youth, this lethal combination is all set to create magic in the Indian market. The campaign also looks young and fresh and we are confident that it will help the brand grow to the next level.”

To be launched exclusively on the digital platform first, the campaign sets up Vivo V3 and V3Max as a device that’s faster than any other phone in the market. It includes three TVCs, which showcase how the VIVO V3 and V3Max helps Ranveer go about fulfilling his tasks rather faster. The faster performance has been illustrated by means of fast cuts which also show the progression of the story.

The stories capture Ranveer’s personality and his energy. The viewer gets to see three different shades of Ranveer in each TVC. While in the ‘Apartment’ film, he is a cute boyfriend who is trying to make things possible for his girl, the ‘Club’ film shows his naughtier side while in the third we see how he, as a celebrity, deals with a star struck fan.

The films have been directed by Dibakar Banerjee, who is an ace Bollywood filmmaker and has several hits to his list. The key features of the phone – faster fingerprint unlocking, faster processor and 4GB RAM – have been beautifully integrated in all the three films.

Sharing his views on the creative thought-process behind the campaign, Lowe Lintas chief creative officer Arun Iyer said, “The features that make Vivo V3 and V3Max exceptional were many but the ones that particularly stood out and provide the brand its ethos were fast speed, huge memory and being an able ally of the youth. Youth sensation Ranveer Singh beautifully encapsulates these attributes in his unusual style and manages to establish a strong brand connect. Filmmaker Dibakar Banerjee has done a wonderful job in bringing these moments to life in a manner befitting the brand.”

The campaign will traverse the integrated route and would be launched first on the online platform before being rolled out across offline mediums including print, TVC, outdoor and activation.