Mumbai: As the smartphone market continues to grow at a brisk pace, the manufactures are coming up with better and bigger campaigns to promote their products.

This time, Intex has launched a new campaign for its latest smartphone, Aqua i7. The insight for the campaign came from a research highlighting Intex’s hold across major tier 2 and tier 3 cities. The TVC is done by an in-house team.

Keeping in mind the target consumers for Aqua i7, the focus was to devise a TVC that will help in its aggressive marketing of the product in Tier 1 cities, majorly in the metros like Delhi, Mumbai and others.

The phone comes with features packed at an aggressive price range of Rs 22,000 which is a huge leap from the 12,000 price range of its previous flagship smartphone. “The phone caters to a niche segment, therefore the richness and the elegance of the phone needs to be communicated to the audience through TVC. Thus, the objective was to communicate these features to the consumer in an engrossing manner,” said Intex Technologies director - marketing (mobile) Keshav Bansal.

The multi-crore TVC was shot in Mumbai and Malaysia while the VFX and editing had been done out of Singapore, says Keshav Bansal

Talking about the key issues kept in mind while executing the TVC, Bansal says, “We wanted the TVC to focus on the remarkable features of Aqua i7 and hence the TVC was crafted in a way that it is able to etch these features in the mind of consumers with its visual grandeur. The multi-crore TVC was shot in Mumbai and Malaysia while the VFX and editing had been done in Singapore to give it an unmatched appearance. Since we are coming out with a quality product for a niche segment, we left no stones unturned in terms of execution, visual effects or editing to bring out a one of its kind TVC in the fastest possible time.”

The TVC features the brand ambassador Frahan Akhtar and an action packed fight sequence between a Samurai and Ninja.

The major media vehicles chosen are TV, print, outdoor hoardings and digital. “Intex is giving extra importance to social media platforms such as YouTube, Facebook and Twitter and is aggressively engaging with its customer base on these platforms,” emphasises Bansal.