Gionee Mobiles appoints Mullen Lintas as creative partner

As the brand seeks to attain the next level of growth, Gionee Mobiles has assigned its creative duties to Mullen Lintas. Gionee Mobiles has been making rapid strides in the mobile phones category and has been constantly challenging leading smartphone players.

The mandate given to Mullen Lintas is to build and popularise the brand in a highly competitive smartphone market. As the custodian of the brand, the agency will handle the strategy, planning and the creative responsibilities of Gionee Mobiles. Initial work has already started on the launch of the new identity and should be out in the market soon.

Commenting on the development, Nomit Joshi, Marketing Head, Gionee Mobiles, said, “We are very excited to have Mullen Lintas as our creative partner. We are looking forward to great partnership and are confident that together as a team we will take brand Gionee to the next level of growth.”

On winning the new mandate, Virat Tandon, CEO, Mullen Lintas, said, “The team at Mullen Lintas has immense category experience and has built mobile brands in the past. We see a great opportunity for Gionee in the Indian market as it is appropriately placed to be the next big player in the category. We are aligned to the ambitions of the brand and are excited about this relationship. We are happy to partner with them and are hopeful of a long and a fruitful association.”

Gionee Mobiles is targeting a market share of 10 per cent in India this fiscal. It plans to achieve this growth by launching a host of new models in the coming weeks. At present, the market share of Gionee is around 5 per cent. Gionee will look to flood the market with its new offerings especially during the ongoing cricket season.

On the future promise that the brand holds in the marketplace, Amer Jaleel, Chairman & CCO, Mullen Lintas, said, “Mobile phones have literally changed the way we engage with life. Our attempt with Gionee will be to play an important role in the lives of these people who are forming new rules to make their lives more interesting and fulfilling.”

Over the past few years, Gionee has grown rapidly, expanding its presence in countries including India, Nigeria, Vietnam, Taiwan, Myanmar, Thailand and Philippines. Gionee products are currently on sale in India, Bangladesh, Pakistan, Indonesia, Vietnam, Thailand, Philippines, Malaysia, Russia, Middle East and Africa, with exports reaching 1 million phones per month for the overseas markets.