TECNO's Second TV Commercial From #ShineInAnyLight Campaign Goes On Air From 25th May'19
The 360-degree brand campaign
went live from 2nd May'19 and is running across TV, Social, digital and
on-ground
TECNO, the global
premium smartphone brand recently launched its first brand campaign for the
year viz. 'Shine in AnyLight' to establish the newly-released CAMON i4
smartphone as a product for those who consider 'Life is a performance' to
defeat circumstances and 'Shine' in any condition.
The
integrated marketing campaign 'Shine in Any Light' includes a series of three
documentary style films featuring Vicky Roy - A Rag Picker
turned street photographer, and Toshada Uma - The Fashion
model with Alopecia and Chandani Srivastava - A Street Dancer
turned Choreographer, celebrating individuality, strong will power and people
who believe in paving their own way in life against all odds.
Each film visuals
are a storytelling of 'Shine in AnyLight' belief of these individuals
for whom Life is all about living their passion and following their dreams no
matter the darkness.
Conceptualized and
executed by CreativeLandAsia, the campaign is targeted towards the youth of the
country who are free and open-minded. They are the ones that do not get
influenced and are rather liberal about the choices they make in life. It is
from this attitude that stemmed the core campaign idea of 'Shine in AnyLight'
focusing on the belief that for Indian youth life is not just lived, it is
performed.
Deep inside everyone there is piece of extraordinary waiting to be
seen which can be discovered through TECNO's 'AnyLight camera'
lens, and make them shine in any circumstances.
The 360-degree
marketing campaign consists of a TVC, a long-format documentary film for
digital natives, social media campaign and on-ground activations and partner
outreach programme.
TV Campaign
consisting of 3 commercials
To build awareness
and reach out to core audience the campaign includes three TV commercials of 20
sec duration. The first TV ad from the series which went on air from 2nd May
featured Vicky Roy, the Ace Photographer. The spots were running across biggest
reality shows on TV like The Kapil Sharma Show and Super Dancer on Sony, Little
Champs on Zee TV as well as special shows like Salaam India
The next TV
campaign Featuring Toshada, A fashion model with Alopecia to go on air from
25th May. The campaign will be present across 28
channels including Colors, Sony Sab, &TV, Sony Max and regional
channels like ABP Bangla, Star Jalsha, covering news, entertainment and
movies.
Long format film
for the 100% digital natives
The digital film is
a 2-min documentary film on Vicky Roy, his inspiring journey from a rag picker
on the streets of Delhi
Social media
campaign
Vicky's 'Shine in
AnyLight' story is inspiring millions of budding photographers who has come
forward to share their own story. The testament of campaign making waves is reflected
on TECNO's Instagram page with many such inspiring stories clicked from the
lens of CAMON i4. TECNO aims to invite fans across the length and breadth of
the country to share their 'Shine in AnyLight' story with the world, through a
photography contest.
The winners will get a chance to attend the Photography
Workshop with Vicky Roy. Fans will be eligible to be showcased on TECNO's
social media channels and score exciting gifts.
The campaign will
be further amplified on social and digital platforms. To help consumers get a
first-hand experience of the 'AnyLight' camera smartphones the brand will carry
on-ground activities covering 100+ towns enabling direct face-to-face
engagement with 1 mn + consumers on-ground through-out the campaign
period.
TECNO CAMON i4 is available in 3 variants, 2GB + 32GB @
INR 8999, 3GB + 32GB @ INR 10599 and 4GB + 64GB @ INR 11999
No comments
Subscribe To Comment