MxMIndia

Tag: Lava International

  • It urges all mobile phone users in the country to pause, think and send the ‘Back’ emoji to verify the authenticity

    Lava sparks off movement against fake forwards

    By A Correspondent

     

    Lava International launched its Republic Day campaign – #SendItBack last week. The campaign highlights the ongoing menace of fake forwarded messages that create panic and fuel acts of violence. It urges all mobile phone users in the country to pause, think and send the ‘Back’ emoji to verify the authenticity of a forwarded message before sharing it with the others.

     

    Conceptualised and executed by 82.5 Communications, the campaign has been rolled out across various digital platforms including Facebook, Twitter, Instagram and Youtube.

     

    Speaking about this special initiative, Mugdh Rajit, Marketing and S&D Strategy Head, Lava said: “The menace of fake news is growing by leaps and bounds. The fact that India has the world’s second largest number of mobile phone users, makes it very important for us to curb the fake rumours from spreading. Lava is a proudly Indian brand and we believe that it is our responsibility to contribute to society. With #SendItBack initiative we intend to spark-off a movement against fake forwards so that the social media does not become a tool for the perpetrators of the violence. We envision this moment to go beyond the boundaries of the brand, wherein the audience is fighting this social issue in unison.”

     

    Added Sumanto ‘The English Nut’ Chattopadhyay, Chairman and CCO, 82.5 Communications: “India is at the heart of the 82.5 DNA – so we’re grateful to Lava for the opportunity to create communication that benefits the nation.”

     

    Commenting about the launch, Chandana Agarwal, President North, 82.5 Communications, added: “Lava has been running the Proudly Indian campaign for a year and a half and it always picks up messages that are relevant and makes one rethink patriotism. We are very excited about the message this year, with a handset in every hand, it is the responsibility of every Indian to fight fake news. This campaign is an important step towards making people aware of this duty.”

     

     

  • Focused on experiential superiority, the new TVCs feature Lava’s brand ambassador – Mahendra Singh Dhoni

    Lava extends ‘Never Lets You Down’ brand campaign with two new TVCs

    By A Correspondent

     

    After the successful launch of ‘Never Lets You Down’ brand campaign with Mahendra Singh Dhoni in April 2016, Lava International has launched two new TVCs to drive the brand’s reliability story further.

     

    The new TVCs reinforce the experiential superiority of Lava mobile handsets over other mobile handset brands. As one of the fastest growing Indian multi-national companies in the mobile handset industry today, Lava is building its brand identity as the most trusted and reliable mobile handset brand amongst its consumers and other stakeholders.

     

    Said Solomon Wheeler, Vice President & Head-Marketing & Communications, Lava International Limited: “In a highly commoditised and feature-driven mobile handset category, Lava’s promise of reliability is emerging as a distinctive and compelling differentiator. Our research has shown that customers expect reliability not only in terms of the hardware but also in terms of experience. The second phase of our campaign takes forward the brand narrative basis these insights and attempts to create interesting stories with a focus on experience. The results of the first phase of our brand campaign this year has been overwhelming for us, and we have made an attempt to extend the platform of reliability further with these new commercials.  We hope the consumers like these and will extend their love and support as they always do towards brand Lava. ”

     

    The two TV commercials, each 35 seconds in duration, were shot in different settings – in a gentleman’s club and a handbag showroom.  The TVCs highlight the enhanced experiential aspects of Lava mobile phones which include the quality of the camera and the processor superiority leading to hang-free operations.

     

    Commenting on the campaign, Dip Sengupta, Senior Vice President & Head of Advertising at Soho Square said, “The story of Lava is the story of reliability. We initiated this narrative last quarter, and wanted to move up the value chain by shifting the reliability aspect from hardware durability to experiential superiority of Lava mobile phones. We chose to continue with the endearing banter between MS Dhoni and the Lava representative Prateik Babbar, who now has become much closer to MS Dhoni, but never misses out to impress upon him Lava’s reliability and product superiority. The situations are extremely relatable and the banter is entertaining. We are hopeful that this leg of the campaign will equally receive an overwhelming response.”