Gionee India bets big on Music Festivals

Gionee, a leading global provider of mobile devices, is sponsoring two leading music fests in India- Sunburn taking place across locations in India and Hornbill, A 10 day mega Rock fest in Nagaland this December. Spending heavily on the marketing front, Gionee has sponsored some big events in different areas like sports, bollywood, fashion and now Gionee is also investing heavily in music. Gionee’s projected marketing budget for 2016 will be around 400crs and the brand has already spent 14cr-15cr alone in music events.

One of the biggest music festival in India, Sunburn is an EDM festival held in different cities in India. The festival is an amalgamation of Music, Entertainment, Food and Shopping and is rated among the top 10 music festivals in the world. On the other hand the Hornbill Festival is the premier festival of Nagaland held every year from 1st to 10th of December. Also called the ‘Festival of Festivals’, Hornbill festival which is organized by the State Tourism and Art & Culture Departments, Govt. of Nagaland, showcases a mélange of cultural displays under one roof aiming to revive and protect the rich culture of Nagaland and display its extravaganza and traditions.

Commenting on the associations, Mr. Timir Baran Acharyya, GM, Gionee India said, “Music is the soul of young India and there is no better way to connect with them but through music. Gionee is a young brand with the youth being our target and we have been associating ourselves with platforms like Sunburn and Hornbill to be able to resonate with our audience. We are hoping that Gionee has an enduring association with these platforms and will be soon tying up with many more such events.”

As a brand, Gionee has been associating itself with such platforms as a strategy to build the brand and make a better connect with the target audience. Smartphone as a category has got maximum traction among the youth globally and India is no exception. The youth follow sports, adventure, movies, music, and dance so the attempt of Gionee is to connect with the youth through their passion.

In 2014 Gionee spent close to Rs. 150cr for its marketing initiatives and almost doubled it in 2015 spending towards offline investments in retail and digital and on-ground activation. In 2016 Gionee plans to keep aside 400 cr for its marketing initiatives.