Proudly Indian

Homegrown mobile handset maker Lava is launching a communication campaign around Independence Day – ProudlyIndian – to imbibe the spirit of patriotism among people and emphasize the message in the mind of people that – “Lava is an Indian brand”.

The campaign will see Lava Mobiles inviting people to shoot a video singing their favourite patriotic songs. The campaign will go Live with Lava employees initiating the activity with a video singing a patriotic song, which will be uploaded online with a communication that – “We at Lava Mobile have expressed our Love for the nation through this song, let’s build the chain and express our love for the nation,” says the company

It is also launching Independence Day Film with MS Dhoni with the message that Lava is a proud Indian brand working contributing in the growth of mobile industry in India

According to Sunil Raina, President and Business Head of Lava International, through #ProudlyIndian campaign, Lava hopes to share the pride of being a truly Indian company. This campaign is a unique celebration of our independence and tribute to the nation, he says.

“Lava’s heart-warming patriotic video, featuring our Brand Ambassador, Mahendra Singh Dhoni, is going viral with over 7 Million views in just a span of 4 days,” he explains.

He adds,  “Proudly-Indian campaign is gaining popularity at a lightening pace with videos going viral on social media across YouTube, Facebook, Twitter. People are also putting up photo filter on Facebook and it’s becoming a trend. The chain is also taken forward by MS Dhoni by inviting people to participate in this unique campaign.”

According to Raina, celebrated faces from the world of sports, cinema & music are coming forward with their ProudlyIndian videos celebrating the spirit of freedom and love for the country and inviting others to be a part of this initiative.

Dhoni has been associated with the brand since 2016.

The story of ad film follows a little girl's (being portrayed as MS Dhoni’s daughter) efforts to learn the patriotic song ‘Sare Jahan Se Achha’ and it ends with another sweet surprise - her endearing performance with MS Dhoni singing along.

Sumanto Chattopadhyay from Soho Square along with Ranadeep Dasgupta and Saket Narayan have beautifully created the film. Digital agency Webchutney is amplifying the film on various platforms.

The Noida-based handset maker is all set to stay afloat in India’s competitive low-cost mobile market.

It has operations in Thailand, Nepal, Bangladesh, Sri Lanka, Pakistan, Indonesia, Mexico, Middle East, Russia and Egypt.

It has been promoting various campaigns to create awareness and grab eyeballs in the sub Rs 10,000 category, where Chinese brands have been very aggressive.

Analysts feel the bigopportunity lies in thelower end of the smartphone segment, given the vertical growth in mobile penetration in smaller cities and towns.

They say while the Chinese and Koreans dominate the Rs 10,000-Rs 30,000 category, the sub Rs 5,000 segment has many takers too. Lava is playing in the very field.

As Raina says, “Our marketing strategy is focused on ‘Consumer Centricity’ and ‘Consumer Engagement’.  We created a consumer focused theme for the entire organisation and our go-to-market strategy is aligned with creating value for our customers through improvisation based on constant feedback on our product portfolio.”