Vivo goes into 'Faster than Faster' mode with Ranveer Singh
With the Vivo IPL 2016 already underway, title sponsor Vivo has rolled out a brand campaign promoting its latest product offering, Vivo V series smartphones – V3 and V3Max Series. The new campaign, conceptualised by Lowe Lintas, is themed around ‘Faster than Faster’ and highlights multiple features of the newest offering from the smartphone player, including its breakthrough faster fingerprint unlocking technology.
To further strengthen the brand’s popularity among the consumers, Vivo India has roped in actor Ranveer Singh as its brand ambassador, who will be exhorting users on the benefits of the new smartphone in a quirky and unabashed manner.
Commenting on the new campaign, Alex Feng, CEO, Vivo India, said, “It gives me immense pleasure to announce the launch of our innovation, the V3 and V3 Max, for the Indian market. The V series, designed with creativity and equipped with state of art technology, will be a landmark for Vivo India. And we are truly delighted to have Ranveer Singh as the face of Vivo in India. Ranveer enjoys a huge fan following amongst the young Indian audience and Vivo being the brand for the youth, this lethal combination is all set to create magic in the Indian market. The campaign also looks young and fresh and we are confident that it will help the brand grow to the next level.”
Launched exclusively on the digital platform first, the campaign sets up Vivo V3 and V3Max as a device that’s faster than any other phone in the market. It includes three TVCs which showcase how the Vivo V3 and V3 Max help Ranveer go about fulfilling his tasks rather faster. The faster performance has been illustrated by means of fast cuts which also show the progression of the story. The stories capture Ranveer’s personality and his energy. The viewer gets to see three different shades of Ranveer in each TVC. While in one TVC, we see how he, as a celebrity, deals with a star struck fan; in the second one he is a cute boyfriend who is trying to make things possible for his girlfriend; and the third one shows his naughtier side.
The films have been directed by Bollywood filmmaker Dibakar Banerjee and has been produced by Sniper Shoots Production. The key features of the phone – faster fingerprint unlocking, faster processor and 4GB RAM have been integrated in all the three films.
Naveen Gaur, President, Lowe Lintas Delhi, elaborated, “The task was to establish Vivo in an incredibly competitive landscape of mobile handsets and launch the new V3 and V3 Max with a campaign that brings alive the product proposition of ‘fastest phone’ in the market. For that, we chose Ranveer Singh as the brand ambassador as he truly symbolises ‘fast’ both in terms of his success and growth in the film industry and his immense energy. His association has ensured a strong youth connect and he has beautifully demonstrated the key features of Faster RAM, faster fingerprint unlocking and faster processor in the campaign.”
Sharing his views on the creative thought-process behind the campaign, Arun Iyer, Chief Creative Officer, Lowe Lintas, said, “The features that make Vivo V3 and V3 Max exceptional were many, but the ones that particularly stood out and provide the brand its ethos were fast speed, huge memory and being an able ally of the youth. The campaign shows Ranveer Singh encapsulating these attributes in his unusual style and manages to establish a strong brand connect. Filmmaker Dibakar Banerjee has done a wonderful job in bringing these moments to life in a manner befitting the brand.”
The campaign has already been released and will span popular online and offline mediums.