itel, India’s second-largest handset player, today unveiled its all-new brand campaign – #FullHaiWonderful across the country.
Reinforcing its renewed focus on its portfolio of smartphones, high on performance and delivering great value, this brand campaign complements itel’s full-view screen (18:9 display) as the new measure of full. A strategic narrative based on the key Indian consumer insight of full being the benchmark for satisfaction, joy, and delight, delivering the maximum value and experience, the campaign addresses the larger Indian family audience.
Highlighting different contextual instances, the campaign aptly conveys a powerful message around delivering “full value”, “fuller experience”, and the “fullest satisfaction” associated with the experience of owning an itel smartphone. The TV Commercial captures this through multiple renditions with the refrain of “full is wonderful” throughout the film.
The TV Commercial will go on air on 3rd April 2018 for a period of 6-8 weeks spread across 37 TV channels supported by heavy digital, cinema, and print campaign. The brand is focussing on entry-mid level smartphone users who are the value seekers with a 360-degree outreach to ensure awareness and affinity amongst our core target audience.
“The Indian consumer is a quintessential pragmatic value seeker, and a good deal is about getting the maximum value against spends, thereby adding to an enhanced sense of satisfaction and an augmented consumer experience. The premise behind the new portfolio of devices is exactly that, offering consumers the max-value-at-best-price in the most entertaining yet pertinent way.
itel has rapidly gained consumer confidence and mindshare on the back of its consistent consumer-centric approach, we believe with this new launch we will definitely inch closer to their hearts. Our campaign and the TV Commercial aptly captures the Indian social and cultural milieu in a subtle and endearing fashion”, Mr. Arijeet Talapatra, Senior Vice President – National Head, Sales, Distribution & Retail, TRANSSION India said, commenting on the launch.
The new itel’s TV Commercial has been put together by some of the finest minds from the world of communications and production. CreativeLand Asia and Entourage Films have conceived and executed the new itel’s TV Commercial.
Elaborating on the TV Commercial concept, Mr. Advait Chandan, Director of the Commercial said, “I was quite excited when I saw the itel phones. Their full screen is something that deserves an applause. The idea of Full Hai Wonderful was really crisp. We needed to romance the practically bezel-less screen and also talk about the budget-friendly price range at which these smartphones are being made available. The protagonist in each vignette is an itel user who demands a fuller experience in different spheres of life.”