MxMIndia

Tag: Nomit Joshi

  • This brand campaign covers 40 Durga Puja pandals in North and South Kolkata

    Gionee paints Kolkata orange this Durga Puja

    By A Correspondent

     

    Smartphone brand Gionee has unveiled an outdoor campaign in Kolkata, making it one of the biggest single-city OOH campaigns in India. Ideated by Rapport, the outdoor unit of IPG Mediabrands, this campaign has helped Gionee achieve 80-85 per cent dominance in the market over other advertisers.

     

    “It is vital for us to be a part of the local celebrations as Gionee stands for spreading smiles and we are committed to it,” said Nomit Joshi, AGM, Gionee.

     

    This brand campaign covers 40 Durga Puja pandals in North and South Kolkata which includes media formats like banners, drop downs, arc gates, rotators, bridge branding, tower branding, island branding and so on. The idea is to create purchase intent and therefore the entire city has been wrapped in the hues of orange, which is the colour of the Gionee Logo.

     

    Rapport won Gionee’s OOH account earlier this year and launched a campaign for Gionee’s Marathon M5Plus smartphone across 40 towns in India that spanned over 15-30 days. Later, Gionee kicked off the festive season with a 52-city campaign for Gionee S6 with Bollywood actor Alia Bhatt that will run for nearly two months. This campaign also covered airports and metros trains in Delhi.

     

  • Gionee joins the IPG Mediabrands OOH arm's Rapport roster of 30-odd clients

    Gionee appoints Rapport as OOH partner

    By A Correspondent

     

    Mobile device-maker Gionee has consolidated its entire out-of-home (OOH) mandate with Rapport India, the OOH arm of IPG Mediabrands.

     

    Rapport India is a full service Out-Of-Home (OOH) agency and has AOR mandates for Hindustan Unilever, Amazon, Samsonite, Tata Docomo and 23 other marquee clients.

     

    Said Nomit Joshi, AGM, Gionee, “We are extremely happy to announce our OOH partnership with Rapport. We were impressed with the science that Rapport brought to the medium through strategy and planning, transparency, monitoring and measurement.  We are confident that our association with Rapport will be productive especially with the proprietary tools they own that will go on to heighten the impact of the brand creatives.”

     

    Recently, Rapport launched a campaign for Gionee across 40 towns in India. The campaign was rolled out for a span of 15-30 days depending on the market which included the display of large number of units. The campaign was launched to promote Gionee’s Marathon M5Plus smartphone and targeted high impact youth hangouts, corporates, major malls and shopping areas.

     

    “Gionee is at the threshold of breaking into the top few brands in the country in the handset segment. Rapport would certainly like to partner this journey to success”, said Sanjeev Goyle, CEO, OOH & Rural – IPG Mediabrands India.

     

  • The agency that was tasked to showcase this exciting transformation for the brand was Mullen Lintas, Gurgaon

    Gionee unveils new brand identity via latest campaign

    By A Correspondent

     

    Gionee, a global mobile phone brand is witnessing an identity change worldwide. As part of this exercise, the brand has unveiled a new logo in India. At the core of the logo change lies the fact that Gionee brings smiles on the faces of millions through its innovative technology.

     

    Interestingly, Gionee was associated with Kolkata Knight Riders as their principal sponsor, and there was an opportunity to leverage the team to talk about the logo change, and to launch it during the IPL – a high-decibel sporting spectacle in India. The task of launching the new logo using KKR was effortless and exciting.

     

    The agency that was tasked to showcase this exciting transformation for the brand was Mullen Lintas, Gurgaon.

     

    Explaining the communications approach undertaken by the brand, Nomit Joshi, AGM, Gionee said: “Delighting our customers has always been an attitude that each and every one at Gionee believes in. Our new smiling logo and tagline “Make Smiles” simply expresses it and invites everyone to engage with Gionee and include the brand in the delightful moments of their lives. We are excited that we were able to use Team KKR to unveil our new logo as they provide many of us a reason to smile each time they play. I am sure that the new TVC would convey the same passion, energy and joy that the brand stands for.”

     

    Sharing his views on the brief received by the client for the rebranding exercise, Syed Amjad Ali, Executive Director, Mullen Lintas said, “Gionee is going through an exciting phase and is articulating its next level of growth. The new logo change signals that ambition. The role of the campaign was to create familiarity with the new identity and what it would stand for in future. We intend to make Gionee one of the most sought after brands in the country, something that people aspire for and this is just the beginning.”

     

    The film begins with the KKR team players waiting for their new jerseys to arrive from the dealer. In the interim, the team is seen discussing what new elements would be present on the jersey including a new logo of Gionee. Just then the delivery man arrives and delivers the package to the players who try on their respective jerseys with much joy. On seeing the new logo that signifies a smiling face, the team captain Gautam Gambhir goes on to exclaim that ‘Gautam would no longer be Gambhir’ after wearing this jersey.

     

    Sharing the creative execution undertaken for the campaign, Shriram Iyer, NCD, Mullen Lintas added, “The task of unveiling the new Gionee logo coupled with the brands association with team KKR allowed us to put the jersey to good use. The idea of a last minute change in the logo leads to a funny misunderstanding among the players. We are excited about this very unconventional way to launch a new identity.”

     

    The film has been directed by Shayondeep Pal from Elements and has been launched ‘on and offline’ to coincide with the ongoing IPL season.