BTDT Media unveils Motorola Edge 30 Plus Fusion with Panache

When we (BTDT Media & Circle MarComm) first conceptualised the idea of designing an entire campaign around a mountain climbing expedition, little did we know that we'd have to go through so much trouble just to get it approved as we were completely discouraged and derided by thirteen brands since it was a completely  unusual idea and nobody would even dare to pull it off considering  the possibility of grave mortal peril.

Some of these brands even went on to call us totally unhinged but to quote the Bard of Avon, there was method in our madness which is why we were absolutely unfazed even when it got tough and as a result of our relentless efforts, Motorola finally decided to give us a chance as they saw true potential in our idea which eventually became known as TheNextEdge.

Living up to their legendary reputation of being market pioneers, not only did they agree to give us a chance to prove our mettle but also provided us with absolute creative autonomy. 

Arjun Kapadia, CEO, BTDT Media said:- "We faced multifarious difficulties through the course of our precarious journey like enervating terrain, altitude sickness, extreme weather conditions etc. right from the get go but eventually came out on top through our collaborative efforts with team circle and the guidance of our leader, Madhusudan Patidar who not only became the face of our campaign but took great care of all of us through thick and thin during the expedition."  

After we scaled the peak and the campaign finally went live, not only did we receive unprecedented response and love from the audience but the fact that  Motorola also bagged a mobbys award in the "best use of social media in marketing/advertising" category made us feel elated and vindicated since we had literally put our blood, soul and life on the line in lieu of seeing this through.

‘This campaign also bettered the target reach and CPR metrics, with 65 million reach (vs 10 Million target/projected) and Rs. 0.22 CPR vs Rs. 1.43 planned.

This unique never before done campaign along with IMC integrations led to the ‘Motorola Edge 30 Ultra’ being sold out within 1 week on Flipkart’

But this is just the beginning, team BTDT will keep coming up with whacky and innovative ideas just like #TheNextEdge and relentlessly breaking industry norms  as we have a long way to go and over 120 brands to cater to,both in India and the UAE.

Not only do we have an expertise in creating social media assets but also  producing digital ad films, helping brands and agencies churn out innovative and interesting content with quick turn around times owing to a competent, responsible and talented team along with great vendor relationships with partners in production with an experience of 10+ years in the industry. 

Arjun Kapadia , further adds that ‘we are in 2023 and in this rapidly evolving industry ,we must adapt to a working culture that's more collaborative and so have we done for instance, providing unique outdoor branding solutions like in-display screens across 500+ locations pan India, aircraft-wrap branding, metro branding, truecaller ads, multiplex screens, intab advertising, meme marketing, Discord advertising, podcast conceptualisation and management etc.

This makes our lives easier and as a result of which, we have managed to create a comfortable space for ourselves when it comes to doing the unthinkable, the impossible and the unachievable.

To sum it up in a nutshell, We humbly take the liberty of saying "We have been there and done that."

Shivam Ranjan - Marketing Head, Motorola Asia Pacific Region further added that 

“The #ShotOnTheNextEdge campaign conceptualised by BTDT was not just disruptive, but the first of its kind - similar to the product for which it was crafted - the motorola edge 30 Ultra - with the world's first 200MP camera. This campaign not only showcased the features of the product in an extremely engaging and consumable format but also created the first ever episodic series on social media that consumers waited for and engaged with on a daily basis. This campaign helped increase Motorola's engagement rates on social by 2% points and helped the brand establish a connect with consumers through its authenticity and realism.”

 The Great Launch 

When it comes to mobile technology and products, Motorola has always strived to meet the expectations of its users based on the virtues of product innovation, user friendliness, best in class features and last but not the least; a seamless and unparalleled user experience, aspects that are pivotal in deriving an overall meaningful and perfect user-smart phone bond. 

In a bid to enhance mobile user experience and usage, Motorola has added yet another feather to its cap with the launch of its latest and the smartest in smart phone technology, design and features – The ‘Motorola Edge 30 Plus Fusion’, the first mobile gadget with a 200 Megapixel Camera and a host of other features previously unheard of. Motorola with its Edge series has been creating positive ripples and waves in the world of mobile technology, and this new launch adds another glorious story to Motorola’s promise of handing over products that hold the ‘Power to Empower’. This latest launch - The ‘Motorola Edge 30 Fusion’ also stands testimony to the relentless efforts that have been put into creating a state-of-the-art masterpiece; capable of adding value to our user’s mobile investment.

With this launch, the ‘Motorola Edge plus 30 Fusion’ has also opened a new chapter that’s stands true to Motorola’s promise of ‘Empowering lives using technology’. Climbing a 6000 meter plus previously unclimbed mountain with Madhusudan Patidar – One of the youngest Mt.Everest summiteer of India; is what has been achieved as part of the launch incentive to boost extreme sports like mountaineering and meaningfully partner with emerging sportspersons. 

A new high in outreach for its users

A one if its kind never seen before activity with the ‘Motorola Edge 30 Plus Fusion’ – A mountaineering expedition with Madhusudan Patidar, one of India’s youngest Mt Everest summiteers     

Motorola has launched the ‘Motorola Edge 30 Plus Fusion’ alongside completing one of the very few mountaineering expeditions in India to have been backed by a brand. This unknown peak climbed is located about 200 Kms South-East of Leh city in the Ladakh Himalayas, with the nearest village to the road head being Mahe, in Chumathang, Leh District. The Peak stands next to a well-known holy mountain that goes by the name Mount Chokula. None of the peaks in the Chokula range have ever been climbed or attempted. The complete range of mountains in the vicinity stand above the 6000 Meter mark.

“The moment we learned about this expedition, we were charged-up and excited since this expedition would give us ample opportunity to learn more about the lesser seen regions of Ladakh and to climb the mountain that holds no recorded history of human visits. As part of Motorola’s ‘Power to Empower’ philosophy, we saw the chance to promote and spark the idea of climbing and venturing out into uncharted regions of our lands and embracing the unknown. The ‘Power to Empower’ philosophy alongside the ‘Motorola Edge 30 Plus Fusion’, will be a sure game changer when it comes to evolved mobile technology with a soul” We are very versatile when it comes to such climbing expeditions and this journey was beyond splendid because the detailed  planning done at BTDT Media and Circle has played a major role in making this a huge success, says Madhusudan Patidar – One the youngest Mt Everest summiteers from India and the expedition leader for this challenging climb.  

A journey of empowerment all the way

A journey with the ‘Motorola Edge 30 Plus Fusion’, shot on the ‘Motorola Edge 30 Plus Fusion’ and presented to our users in the form of a first of its kind episodic reel and photo series on all social media platforms encompassing extreme sports and emerging stars.    

When asked about this magnificent approach in user outreach, Shivam Ranjan, Marketing Head, Motorola Asia Pacific Region Motorola India added that “We at Motorola have always strived to connect to our users based on value prepositions when it comes outreach, and when coupled with superlative technological advances and unmatched features of the ‘Motorola Edge 30 Plus Fusion’, and a philosophy of empowerment to back it, this journey automatically gained the miles and heights. We are sure that this mobile tech backed initiative of empowerment is here to stay as our users experience this wonder in mobile phones”. 

This 15 days mountaineering expedition commenced on the 26th of July, 2022 from New Delhi and culminated on the 9th of August, 2022 at Leh.

The Motorola Edge 30 Plus Fusion 

Touching hearts of the countless using superior mobile technology integration and seamless engagement leading to superlative interaction and outreach  

While expressing their views on how this thought took shape, Arjun Kapadia – Director and CEO - BTDT Media (Been there. Done that.) and Ashwath Ramachandran – Director and CCO, Circle MarComm added that “Deriving an outreach strategy by integrating the ‘Power to Empower’ promise and industry front runner features like the 200 Megapixel Camera for superlative captures, 60 Megapixel Selfie Camera apt for vlogging and the 50 Megapixel Ultra-wide Camera best suited for the panoramas was a very challenging task. Challenging to the point that we had to come up with a concept that extracted the core essence of the ‘Power to Empower’ promise and the efficiency of the ‘Motorola Edge 30 Plus Fusion’ at the same time. A well thought about action plan saw the birth of this project; which has gone the mile and touched the hearts of our users and audiences alike and we are glad that BTDT Media and Circle have played an instrumental role in creating a memorable campaign alongside the Motorola Team”. 

The expedition that amazed mobile users and social media viewers alike

An amazing journey from bottom to top and top to bottom of a previously unclimbed and technically challenging peak marked by the actual unknown, taken up by a team of team of 15 including climbers, climbing guides, managers, doctors, cooks, high altitude porters, other crew and the ‘Motorola Edge 30 Plus Fusion’. 

‘Empowerment’ was and will be the key words for this one of its kind brand lead mountaineering expedition in India and this initiative of empowerment could be felt by each member of the team as they witnessed the essence of empowerment come to life. This expedition apart from promoting mountaineering talent; also opened up a completely new and untouched area of the land, which is now accessible for further expeditions and tourism especially around the areas of the unclimbed peak that the Motorola expedition aimed to summit. 

This 15 days expedition was marked up highs and lows, right from getting to base camp and setting it up to climbing all the way up to the top of the mountain and returning safe and also; this 6000 meter unclimbed mountain had its own share of challenges to throw at the team. The weather conditions were extreme – the temperatures ranged in between 24 degrees Celsius during day to a freezing 9 below zero at nights with gusting high speed winds, unexpected snow fall and rain. The environment on the mountain itself was volatile – Jagged loose rocks, a glacier with unstable snow and ice, loose unfixed gravel were the biggest challenges apart from extreme weather shifts within minutes. But with proper acclimatization and adherence to strict mountaineering and safety protocols, the team overcame all these challenges and emerged victorious as they summited this unclimbed mountain on the 8th of August, 2022 – Monday at 1400 hrs. The victory moments were brief, since the team has to descend their way down to safe grounds, which they did so by making it back to road head the same night at 2030 hrs. The exhausted team could make it back to Leh only at 0230 hrs on 9th of August, 2022. The main climbing team consisted of Madhusudan Patidar, Nischay Attri and Rigzin Angdo and the expedition was a success with zero eventualities owing to the experience and expertise of the team chosen. “The Motorola team support and motivation has been tremendous in keeping this expedition going to plan”, added Nischay Attri, expert support climber on this expedition.   

The leader by true example ‘Motorola Edge 30 Plus Fusion’

The epitome of technology, a basket of features and a vision to empower – the perfect concoction that goes into making a market leader and winner 

The launching of this ultra-smart mobile phone is bound to open new avenues in innovative mobile usage and will act as magic wand in the hands of its users. The 200 Megapixel Camera is the latest when it comes to mobile technology and the ‘Motorola Edge 30 Plus Fusion’ has taken a giant leap by introducing this first of its kind camera in the mobile technology space. 

The other ultra-smart features that go into making this an ultra-smart phone are the industry leading 60 Megapixel Selfie Camera, 50 Megapixel Ultra-wide Camera apart from the other host of superlative features.  

The ‘Motorola Edge 30 Plus Fusion’ earns its unique distinction of being an ultra-smart phone also because of its galore of latest tech features like the Snapdragon 8+ Gen 1 Processor, 125W Charging and 144Hz Refresh Rate all of which add to the Motorola Edge 30 Plus Fusion’s ultra-performance by combining power and speed. 

ABOUT ICE - Indian Climbing Elites has been into crafting meaningful and safe high altitude mountaineering expeditions and curating relevant, meaningful and unseen content for brands that seek to get to heights. Lead by Indian Ace Mountaineer and Everest Summiteer, Madhusudan Patidar and backed by brand consultant Ashwath Ramachandran, ICE is dedicated to add meaning, delight and newness to the ever growing extreme sport - mountaineering.

Find TheNextEdge Campaign Youtube Playlist here