HONOR India creates Rap Battle Reviews for the HONOR 9X

HONOR, the global technology brand, recently announced the launch of ‘HONOR Rap Battle’ campaign, with series of Rap videos created exclusively for its latest smartphone – HONOR 9X. Performed by various budding Rap artists, the videos talk about how the smartphone is ‘Xtraordinary’ in the market and highlight various features of the latest HONOR 9X in a Rap style. Targeted to the young Indians, who believe in expressing their thoughts, opinions and views openly to the world, the “HONOR Rap Battle” is a unique and engaging activity conceptualized by HONOR India.

The ‘HONOR Rap Battle’ videos, highlight key features of the HONOR 9X in rap style. In order to encompass social media and its users with Xtra fun and entertainment, the videos went live on the brand’s social media - Twitter, YouTube and Facebook, leading to large scale buzz and engagement with more than 3.3M views across all the platforms.

Commenting on this brand initiative, Winston Li, CMO, HONOR India, said, “Rap, as a creative form of expression, connects strongly with the young generation. Using Rap to highlight the various Xtraordinary features of our latest HONOR 9X, furthers our philosophy of building a strong resonance with our consumers and offering them what they truly deserve, when it comes to technology. For the consumers who are #UpForXtra, HONOR 9X gives you 16MP pop-up selfie camera, 48+8+2MP AI Triple camera set up, Full View Display, 4000mAh battery and 128GB storage, along with powerful Kirin 710F chipset and GPU Turbo 3.0 technology, available at a competitive price.”

“Associating with these budding rappers was a step taken towards putting forth the product proposition in an engaging way. The overwhelming response received from our consumers across social media platforms is a testimony to our assertion,” he added.

Syed Amjad Ali, President from the creative agency for HONOR India - Mullen Lintas said, “HONOR X Series has a legacy of disrupting the market through innovation and technology that gives its users far more value. Its ambition of democratizing technology brings yet another innovation - HONOR 9X. This was aimed to be a ‘Digital Only’ launch, targeting totally younger people. We at Mullen, instead of trying a formulaic big bang style, discovered a completely new challenger approach. We introduced the ‘Rap Style’ videos for the first time in the mobile category ever. Rap as a medium brings forth the voice of the youth, questioning the established order at the same time. These videos were able to dial up the ‘Xtraordinariness’ and the unique features, making other phones look very ordinary.”

To make the ‘HONOR Rap Battle’ initiative more engaging, HONOR India also held a contest where the users had to review the HONOR 9X smartphone in their own Rap style. Users posted their entries online, tagging HONOR India social media handles along with official hashtags - #HONOR9X, #RapBattle and #UpForXtra, to win the latest #HONOR9X. The contest became an instant hit as the #RapBattle trended No. 6 on Twitter with HONOR India receiving over 350 entries while additional entries are still pouring in.

Additionally, the HONOR Rap battle music was used on TikTok for the #UpForXtra challenge, where users were asked by HONOR India to show their Xtraordinary talent with the ‘HONOR 9X #UpForXtra rap’ (link) playing in the background. The participants had to perform the hook-step of the song created exclusively for the song and tag @HONOR_India and #UpForXtra in their posts. Among the participants, six lucky winners stood a chance to win the latest HONOR 9X. HONOR India received over 4,200 entries for this challenge and a phenomenal views of over 5.7 billion on #UpForExtra hashtag.


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