New Delhi: HMD, a new entrant in India’s competitive smartphone market, has made a bold statement with its debut campaign featuring Bollywood stars Sanya Malhotra and Jimmy Shergill. The campaign, conceptualized by AndAnd Brand Partners, introduces the brand’s inaugural product line: the HMD Crest smartphone and the feature phones HMD 105 and 110.
Tathagat Jena, CMO & Online Sales Head of HMD India, expressed the company’s ambitious goals. “Our entry into the Indian market with the HMD Crest and feature phones signifies our long-term commitment. We aim to resonate with India’s young, trend-conscious consumers by offering a refreshing brand experience that goes beyond technical jargon,” Jena said.
The HMD Crest series boasts impressive features, including 50MP gesture selfies. The feature phones, HMD 105 and 110, prioritize user-friendliness, aligning with HMD’s focus on addressing the real needs of Indian consumers.
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Rajesh Minocha from AndAnd Brand Partners emphasized the challenge of creating a strong brand identity in a crowded market. “HMD brings a unique perspective to the industry. Our campaign goes beyond product promotion; it establishes an entire ecosystem that highlights how technology can enhance everyday life without overwhelming users,” Minocha explained.
Award-winning actress Sanya Malhotra has been roped in as the brand ambassador for HMD India’s smartphone range. The campaign showcases her dancing and effortlessly capturing selfies using the HMD Crest’s AI gesture control feature.
In a parallel campaign, actor Jimmy Shergill portrays ‘Jimmy Bhaiya’, showcasing the user-friendly features of the HMD feature phones. The ‘Phone Talker’ and UPI integration are highlighted as tools to simplify daily life for India’s digitally-inclined population.
HMD’s entry into the Indian market, backed by a strong campaign featuring popular stars, is undoubtedly a strategic move to capture the attention of tech-savvy consumers.
