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Tag: Solomon Wheeler

  • 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.”

     

  • Rolls out a newly conceptualized digital campaign for the latest smartphone

    Motivator unveils new campaign for Lava V5

    By A Correspondent

     

    Motivator has launched the ‘#NeverMissAShot’ digital campaign for the latest flagship smartphone from Lava, the V5. The catchy campaign aims at increased user engagement via the digital medium to experience the fast autofocus feature of the device.

     

    Lava is known for creating smartphones that deliver superior camera capabilities. V5 is designed to deliver a good photography experience as it comes equipped with advanced features such as Samsung 3M2 ISOCELL Sensor and PDAF (phase-detection auto-focus). The PDAF feature helps the camera focus much faster and more accurately on moving objects ensuring that no moment is missed.

     

    The Lava V5 campaign evolved from the fact that people miss capturing moments on their smartphones due to inferior camera capabilities. The innovative digital approach allowed users to engage and drive conversations through digital media by sharing GIF posts, partaking in Youtube challenges and mobile ads. The idea was to create a buzz around Lava V5’s advanced camera feature of fast auto focus which ensures that people never miss a shot.

     

    Commenting on the launch of the campaign, Solomon Wheeler, Vice President & Head Marketing, Lava International Limited said, “Digital is a very important platform in our category and it plays a key role across all stages of the consumer’s purchase cycle. We were exploring options to get the right partner on board for the brand’s digital mandate and as part of that process Motivator was recently signed up as the AOR. With smartphones becoming an indispensable part of consumers’ lives, camera has become so much more important. It is now their primary camera device and they believe in capturing and sharing moments on the go. For this product, digital was the right platform to reach out to our target audience. Single minded focus was on communicating the camera experience led by PDAF, through engagement and driving conversations around the product. With ours’ and Motivator’s combined expertise and understanding of consumer behavior online, the campaign has delivered excellent results so far.”

     

    Commenting on the launch of the new campaign, Rajiv Khurana, General Manager North & National Head Business Development and Partnerships, Motivator said, “Through this campaign, we wanted to break the traditional approach of educating consumers about a new smartphone feature. For Lava V5, our aim was to launch a unique, interactive and engaging campaign which could represent the fast auto focus feature of the new smartphone. We are thrilled to see the user engagement levels that the campaign has managed to draw. We worked closely with our creative partner ‘Uthconnect’ to envisage this cutting edge creative.”

     

    The campaign has received a good response, recording an additional 20,940 fans on the company’s Facebook page and more than 5 lakh likes on the posts shared. Moreover, the Lava Mobile Facebook page witnessed a four times higher growth rate and three times higher engagement score comparison to the average growth rate and engagement score of Facebook Pages of Mobiles and handheld devices from Asia.