MUMBAI Gionee Mobiles has appointed Mullen Lintas as its creative partner to carry out its ambitious plan for a high decibel marketing initiative in Indian market. Gionee's 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.

The mandate given to Mullen Lintas is to build and popularize 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, Gionee's Mobiles marketing head Nomit Joshi  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, Mullen Lintas CEO Virat Tandon  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 & a fruitful association.”