Jammu: TECNO the fastest growing offline camera-centric smartphone brand of TRANSSION Holdings with presence in over 50+ countries, made its inroads in the country in April’17. As the brand is celebrating its two-year anniversary in the Indian market today it announced the commencement of the first brand campaign for the year viz. “Shine in Any Light” on the back of the recently launched CAMON i4. The 360-degree marketing campaign will start on 2nd May’19.
The campaign ‘Shine in Any Light’ includes a series of three documentary-style films featuring Vicky Roy - A Rag Picker turned street photographer, Chandani Srivastava - A Street Dancer turned Choreographer, and Toshada Uma - The Hairless Style icon celebrating individuality and strength of mind and people who believe in paving their own way in life against all odds. The visuals of Each film are storytelling of ‘Shine in Any Light’ factor of these individuals for whom Life is all about living their passion and following their dreams no matter the darkness. The first film to go on-air is of Vicky Roy, the Ace Photographer and rest two will follow shortly.
Conceptualised & executed by Creative Land Asia, the campaign is targeted towards the youth of the country that is free and open-minded. They are the ones that do not get influenced and are rather liberal about the choices they make in life. It is from this attitude that stemmed the core campaign idea of 'Shine in any light’ focusing on the belief that for Indian youth life is not just lived, it is performed. Deep inside everyone, there is a piece of extraordinary waiting to be seen which can be discovered through TECNO’s ‘Any Light camera’ lens, which helps the consumer shine their best in any circumstance.
Commenting on the launch of the TVC Arijeet Talapatra, CEO, TRANSSION India said, “TECNO being a consumer-centric brand, listening and understanding the voice of our customers forms a part of our very DNA. We are committed to design products for the youth for whom ‘Life is a performance’ and this performance needs to be presented to the world in the best possible way. With CAMON i4, we have brought the best of smartphone camera technology to our consumers with a unique proposition of capturing superb photos with the help of a 16MP AI selfie and AI triple rear camera powered by Night Algorithm 2.0 and Super Quad Flashlight making photos shine brighter no matter what the darkness. To strengthen the product launch we are kick-starting our brand campaign Tecno Shine In Any Light from 2nd May. The campaign celebrates the free spirit of ordinary individuals who braved all odds to become successful in their passion areas and that TECNO smartphones enable the consumers to shine, no matter the darkness. No matter what light, you always keep shining.”
On the launch film Sudeepa Ghosh, Executive Creative director said, "The new campaign 'Shine in any light' speaks about three people who have struggled their way through adverse situations and have reached a point in their lives where they've become an inspiration for countless others. In a land of 1.3 billion people, there are those hiding behind their dreams, fighting for some bytes on social media. And then there are those who shine with perseverance, talent and grit."