ITV

Tag: Lava International Ltd

  • Lava partners with Gautam Gambhir to launch Blaze X

    Lava partners with Gautam Gambhir to launch Blaze X

    Mumbai: Lava International Ltd, an Indian mobile handset and technology solutions company, has released a digital film starring cricketer Gautam Gambhir for the launch of its new smartphone Blaze X. The film conceptualised and created by 82.5, an Ogilvy company is laced with humour creating excitement amongst the audiences for the new phone designed and manufactured in India. The campaign #BlazekaCraze aims to celebrate and connect with the fans of Lava Blaze, a series featuring prominent hits like Lava Blaze Curve, Lava Blaze Pro 5G, Lava Blaze 2 5G and Blaze 5G.

    The campaign introduces Lava Blaze X, a disruptive new model that offers numerous high-end features at a very affordable price point. The campaign leverages this value proposition and takes a creative leap where people- feeling betrayed by their currently owned phones when compared to Blaze X resort to violently breaking them.

    Gautam Gambhir comes across as a very apt choice for the campaign as he is known for his aggressive demeanor and an upfront on-field persona. It perfectly symbolizes what Blaze X stands for – the undisputed champion of its segment.

    The film unfolds in two parts – the first segment introduces Gambhir in an unusual temperament creating inquisitiveness amongst the viewers. The second segment reveals the features of the new Lava Blaze X which is brand’s latest offering to the Blaze fans.

    Commenting on the launch, Lava International Ltd marketing head Puravansh Maitreya said, “The thought behind the campaign ‘Blaze ka Craze’ was to connect with the young audience of Blaze series and introduce a product that is powerful, great looking and a true value for money. The film rightly captures the excitement amongst the fans for the new Blaze X. I am grateful to Gautam for his support to Lava and the fans of Blaze series.”

    Commenting on the campaign president – North & East, Chandana Agarwal said, “Lava is all set to change expectations from a phone, Blaze X is a perfect demonstration of this ambition, Gautam Gambhir, an epitome of discipline and prescriptive behavior is used bring alive the impact of this craze.”

    82.5 communication chief creative officer Anuraag Khandelwal said, “It was a perfect collaboratives effort between the client and us to create something clutter breaking for a fantastic product like the Lava Blaze X. We wanted to do something that’ll create conversations and buzz on social, so we went crazy, the passionate people at Lava backed it and Blaze ka Craze cha Gaya!”

  • Prowatch confirms expanding the smartwatch portfolio

    Prowatch confirms expanding the smartwatch portfolio

    Mumbai: Riding on the wave of the phenomenal response on its ZN and VN Series, Prowatch, the smart wearable brand launched in April 2024 by Lava International Ltd, has confirmed plans to expand its smartwatch portfolio following market sentiments and rising consumer demand.  

    The announcement comes against the backdrop of one-month celebrations of Prowatch’s launch sustained through brand campaign, ‘Tough Hain Pro’. Having garnered applauds from the notable tech influencers and media fraternity, the ongoing 360-degree campaign has achieved tremendous traction for the product, creating mass popularity amongst the young generation. Across 1000 retail outlets, Prowatch experiential zones are created for an elevated in-shop experience. With the response being overwhelming from across markets the success of Prowatch indicates at the rising appetite for smart wearables across markets.

    Speaking about Prowatch, Lava International Ltd head of marketing Puravansh Maitreya said, “Prowatch is envisioned to redefine affordable technology in the growing smart wearable industry, with quality, accuracy and relatability. From its launch till now, our focus has been on experiential marketing to enable users experience the product in real life scenarios. The early reception has been encouraging as we continue to expand the portfolio with best-in-class affordable technological innovations.”

    Under the campaign, as a part of its marketing strategies, Prowatch on-boarded influencers from different walks of life showcasing the utility and value of the product in different facets of life, alongside creating superlative experience for distributors, retail partners and customers across various touchpoints, fostering robust dialogue and collecting real-time reviews. The launch of the Prowatch witnessed the participation of various channel partners, including retailers, distributors, and consumers, and featured key social media influencers, generating over 10,000 pre-registrations, effectively engaging the target group and building substantial buzz.

    Designed, developed and tested in India, Prowatch is a made-in-India and made-for-India product, as it caters to unique needs of Indians, starting at Rs 1999 only. Available on Amazon, Lava e-Stores and at Lava outlets nationwide, Prowatch offers over-the-counter replacement (OTCR) service to ensure a hassle-free product replacement experience under warranty at Lava retail outlets.

  • Motivator launches “#NeverMissAShot with Lava V5” for people who miss beautiful moments when taking snaps

    Motivator launches “#NeverMissAShot with Lava V5” for people who miss beautiful moments when taking snaps

    Mumbai, 3 March: ‘#NeverMissAShot’, a new digital campaign for the latest Lava smartphone -V5 – aims at increased user engagement via the digital medium to experience the fast autofocus feature of the device. 

    Launched by GroupM’s media agency Motivator, the campaign evolved from the fact that people miss capturing moments on their smartphones due to inferior camera capabilities. The innovative digital approach allowed users to engage and drive conversations through digital media by sharing GIF posts, partaking in Youtube challenges and mobile ads. The idea was to create a buzz around Lava V5’s advanced camera feature of fast auto focus which ensures that people never miss a shot. 

    Lava smartphones claim to deliver superior camera capabilities and the V5 is designed to deliver an unmatched photography experience as it comes equipped with advanced features such as Samsung 3M2 ISOCELL Sensor and PDAF (phase-detection auto-focus). The PDAF feature helps the camera focus much faster and more accurately on moving objects ensuring that no moment is ever missed. The Lava V5 camera has an auto focus time of just 0.18s, about 3 times faster than normal smartphone cameras.

    Commenting on the launch of the campaign, Lava International Ltd Vice President and Head of Marketing Solomon Wheeler said, “Digital is a very important platform in our category and it plays a key role across all stages of the consumer’s purchase cycle. We were exploring options to get the right partner on board for the brand’s digital mandate and as part of that process Motivator was recently signed up as the AOR. With smartphones becoming an indispensable part of consumers’ lives, camera has become so much more important. It is now their primary camera device and they believe in capturing and sharing moments on the go. For this product, digital was the right platform to reach out to our target audience. Single minded focus was on communicating the camera experience led by PDAF, through engagement and driving conversations around the product. With ours’ and Motivator’s combined expertise and understanding of consumer behavior online, the campaign has delivered excellent results so far.”

    Rajiv Khurana, Motivator’s General Manager North & National Head Business Development and Partnerships, said, “Through this campaign, we wanted to break the traditional approach of educating consumers about a new smartphone feature. For Lava V5, our aim was to launch a unique, interactive and engaging campaign which could represent the fast auto focus feature of the new smartphone. We are thrilled to see the user engagement levels that the campaign has managed to draw. We worked closely with our creative partner ‘Uthconnect’ to envisage this cutting edge creative.” 

    The campaign has received an overwhelming response, recording an additional 20,940 fans on the company’s Facebook page and more than 500,000 likes on the posts shared. Moreover, the Lava Mobile Facebook page witnessed a 4 times higher growth rate and 3 times higher engagement score comparison to the average growth rate and engagement score of Facebook Pages of Mobiles and handheld devices from Asia. 

  • Motivator launches “#NeverMissAShot with Lava V5” for people who miss beautiful moments when taking snaps

    Motivator launches “#NeverMissAShot with Lava V5” for people who miss beautiful moments when taking snaps

    Mumbai, 3 March: ‘#NeverMissAShot’, a new digital campaign for the latest Lava smartphone -V5 – aims at increased user engagement via the digital medium to experience the fast autofocus feature of the device. 

    Launched by GroupM’s media agency Motivator, the campaign evolved from the fact that people miss capturing moments on their smartphones due to inferior camera capabilities. The innovative digital approach allowed users to engage and drive conversations through digital media by sharing GIF posts, partaking in Youtube challenges and mobile ads. The idea was to create a buzz around Lava V5’s advanced camera feature of fast auto focus which ensures that people never miss a shot. 

    Lava smartphones claim to deliver superior camera capabilities and the V5 is designed to deliver an unmatched photography experience as it comes equipped with advanced features such as Samsung 3M2 ISOCELL Sensor and PDAF (phase-detection auto-focus). The PDAF feature helps the camera focus much faster and more accurately on moving objects ensuring that no moment is ever missed. The Lava V5 camera has an auto focus time of just 0.18s, about 3 times faster than normal smartphone cameras.

    Commenting on the launch of the campaign, Lava International Ltd Vice President and Head of Marketing Solomon Wheeler said, “Digital is a very important platform in our category and it plays a key role across all stages of the consumer’s purchase cycle. We were exploring options to get the right partner on board for the brand’s digital mandate and as part of that process Motivator was recently signed up as the AOR. With smartphones becoming an indispensable part of consumers’ lives, camera has become so much more important. It is now their primary camera device and they believe in capturing and sharing moments on the go. For this product, digital was the right platform to reach out to our target audience. Single minded focus was on communicating the camera experience led by PDAF, through engagement and driving conversations around the product. With ours’ and Motivator’s combined expertise and understanding of consumer behavior online, the campaign has delivered excellent results so far.”

    Rajiv Khurana, Motivator’s General Manager North & National Head Business Development and Partnerships, said, “Through this campaign, we wanted to break the traditional approach of educating consumers about a new smartphone feature. For Lava V5, our aim was to launch a unique, interactive and engaging campaign which could represent the fast auto focus feature of the new smartphone. We are thrilled to see the user engagement levels that the campaign has managed to draw. We worked closely with our creative partner ‘Uthconnect’ to envisage this cutting edge creative.” 

    The campaign has received an overwhelming response, recording an additional 20,940 fans on the company’s Facebook page and more than 500,000 likes on the posts shared. Moreover, the Lava Mobile Facebook page witnessed a 4 times higher growth rate and 3 times higher engagement score comparison to the average growth rate and engagement score of Facebook Pages of Mobiles and handheld devices from Asia.