LAVA International Limited announced the launch of its new ad campaign for Iris X5, made for selfie smartphone. The LAVA Iris X5 is a mid-range phone designed for the selfie generation featuring a 5MP front camera with wide angle viewing lens. The advertisement demonstrates the USP of the phone which is a combination of superlative front and rear camera performance.
The campaign is conceived by Shop Advertising and will be aired on television from October 01, 2014. The TVC features a story of a group of friends trying to avoid a situation through a selfie taken from the phone. The advertisement strengthens on the essence of the product bringing out the message a notch higher by highlighting its camera performance.
Talking about the new ad campaign, Mr. Tarun Verma, Head- Marketing, Lava International, said, “The new ad campaign created for Lava Iris X5 is specifically targeted at the selfie crazy generation. The ad showcases how Lava Iris X5 enables users to capture every moment of their life as a ‘Perfect Selfie’ picture. By means of the campaign, we wish to get closer to the lives of our users and enhance their overall smartphone experience.”
Commenting on ongoing marketing initiatives by LAVA, Tarun added, “Today, LAVA Iris X series enjoys a good recall in the consumer mind, courtesy our recently concluded successful campaign for Iris X1. We have a total marketing budget in excess of 220 cr planned for FY 13-14, out of which we are looking at approximately 50% spend on advertising. In addition to this, BTL and digital will be our key strategic channels, through which we will be rolling out more campaigns in an integrated manner.”
While conceiving the concept, Mr. Naved Akhtar, Creative Director, Shop Advertising, said, “This communication has been developed to support the key preposition offered by LAVA Iris X5, which is its superlative front camera performance. The campaign captures an everyday moment in today’s youngster’s life, made complex by his forgetfulness and how the phone playing the true hero, saves the day. Teasing between friends, SOS gestures, the faux pas and the comedy that ensues, all create the drama that the TVC is all about.”
The campaign will be aired across all leading channels nationally & regionally. The on-air campaign will be supported by an extensive outdoor, digital & retail visibility campaign with overall spends across all communication channels close to INR 20 cr.