MAM

Gionee unveils new brand identity through IPL's KKR team

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/mam-images/2016/04/28/Untitled-1_1.jpg?itok=--Vj0gvm

MUMBAI:  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.

Gionee is associated with the Kolkata Knight Riders (KKR) as principal sponsor, and saw an opportunity to leverage the team to talk about the logo change, and to launch it during the current season of the Indian Premiere League or IPL. The agency that was tasked to showcase this transformation for the brand was Mullen Lintas, Gurgaon.

Explaining the communications approach undertaken by the brand, Gionee AGM Nomit Joshi 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 Mullen Lintas executive director Syed Amjad Ali 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, Mullen Lintas NCD Shriram Iyer 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.

Agency Credits:

Agency: Mullen Lintas

Creative: Amer Jaleel, Shriram Iyer, Garima Khandelwal, Prasad Venkatraman, Sarabjit Singh, Arvind Murali, Angud, Vipul Kundra

Business: Virat Tandon, Syed Amjad Ali, Twishi Pande

Planning: Ekta Relan

Production house: Elements

Director: Shayondeep Pal

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/11/30/ruder-finn.jpg?itok=U2xrGh_3
Ruder Finn bags communications mandate for WazirX NFT Marketplace

Integrated communications consultancy Ruder Finn has been entrusted with communications mandate for WazirX NFT Marketplace - a homegrown non-fungible tokens (NFTs) marketplace.

MAM Media and Advertising Account
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/11/30/click.jpg?itok=nh5Qywq7
Optiminastic Media launches digital influencer marketing platform Click2Collab

Digital marketing agency Optiminastic Media has announced the launch of Click2Collab, a tech-based influencer marketing platform.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/11/30/dentsu-x-logo.jpg?itok=cQxfymlK
dentsu X recognised as Indian agency with ‘highest quali-points growth over 3 years’: RECMA

RECMA, the independent research firm that evaluates media agencies, has recognised dentsu X, the media agency from the house of dentsu India, as the Indian agency with the highest quali-points growth over three years.

MAM Media and Advertising AD Agencies
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/11/30/zebpay.jpg?itok=KHFeyN6g
ZebPay appoints Tarun Jain as chief financial officer

Mumbai: Homegrown crypto-asset exchange ZebPay has announced the appointment of Tarun Jain as its chief financial officer (CFO). In this role, Jain will shape the strategic and long-term financial direction of ZebPay’s business. He will work closely with the leadership team to scale the...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/11/30/vector-team.jpg?itok=HDSRHAG0
Vector Brand Solutions announces its operating leadership team

MUMBAI : Vector Brand Solutions on Tuesday announced its operating leadership and appointed Tushar Bhatia, Ripanka Kalita and Mandar Gore to lead business, creative and strategy respectively.

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/11/30/hrithik_roshan-flamingo.jpg?itok=uwMFg2Zq
Flamingo launches new ad campaign with Hrithik Roshan

Mumbai: Flamingo, the flagship consumer healthcare brand of Ascent Meditech has kickstarted a 360-degree campaign with actor Hrithik Roshan. The brand has launched three TVCs, with each TVC showcasing brand partner Hrithik Roshan using one of Flamingo's hero products – Heat Belt, Knee Cap and...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/11/29/tute.jpg?itok=PzLSO3q7
Tute Consult partners with health & glow to lead its communications mandate

Health & glow, a homegrown beauty and personal care destination has appointed Tute Consult, an integrated communications firm as its communication partner for driving a two-fold communications strategy for B2C and B2B stakeholders.

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/11/29/anushka.jpg?itok=vBrVjfDU
Anushka Sharma features in Rajnigandha Pearls’ latest TVC

Rajnigandha Pearls, a DS Group brand has launched its new TV ad campaign featuring its brand ambassador and Bollywood star Anushka Sharma. The film has been directed by Prashant Madan and produced by Show and Tell Productions Pvt Ltd.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/11/29/dnyaneshwar.jpg?itok=pcMo0MM5
Anand Gandhi's brand film for Vicks wins big at Creative Circle Gong Awards, Singapore

After a hiatus in 2020, the Creative Circle returned with the annual Gong Awards to celebrate creative excellence in advertising. The event held on Sunday in Singapore had set this year’s theme as Create/Change.

MAM Media and Advertising People

Sign up for our Newsletter

subscribe for latest stories

* indicates required