HMD has made a bold entry into the Indian market with the launch of its first-ever brand campaign, in collaboration with AndAnd Brand Partners.
This strategic move introduces HMD’s debut products to Indian consumers: the HMD Crest smartphone, alongside the HMD 105 and 110 feature phones. With this launch, HMD aims to carve out its niche in the highly competitive Indian mobile market.
The campaign is headlined by Bollywood stars Sanya Malhotra and Jimmy Shergill, reflecting HMD’s commitment to blending innovation with relatability. Sanya Malhotra, known for her versatile performances, becomes the face of HMD’s smartphone range, starting with the HMD Crest series. The campaign cleverly showcases her using AI-powered gesture control to capture stunning selfies, emphasizing the phone’s 50MP camera capabilities. Sanya’s effortless charm and energy in the ad align perfectly with the brand’s young and dynamic image.
On the other hand, Jimmy Shergill’s portrayal in the campaign is equally captivating. His character, Jimmy Bhaiya, humorously navigates the world of HMD’s feature phones, highlighting their practical features such as “Phone Talker” and UPI integration. This aspect of the campaign is designed to resonate with India’s growing digital-first audience, offering a blend of tradition and modernity that enhances daily life.
The launch of these products marks a significant step for HMD in establishing its presence in India. Tathagat Jena, Chief Marketing Officer and Head of Online Sales for HMD India, stated, “Introducing the HMD Crest 5G smartphones, along with our feature phones, the HMD 105 and HMD 110, is a statement of our long-term commitment to the Indian market. We aim to be a lifestyle brand that resonates with India’s trendy and tech-savvy youth, moving away from the usual tech-heavy jargon and making our communication more about the consumer experience.”
The HMD Crest series, with its advanced selfie technology and user-friendly design, positions itself as a smartphone for the modern Indian consumer. The feature phones, HMD 105 and HMD 110, continue HMD’s tradition of providing accessible technology, ensuring that even in a smartphone-dominated market, there is room for simpler, yet equally efficient, mobile solutions.
The creative vision behind HMD’s debut campaign goes beyond just product promotion. Rajesh Minocha from AndAnd Brand Partners, the agency entrusted with bringing HMD’s brand to life, explained, “Creating a brand is about more than just bringing a script to life. Our goal was to make a memorable first impression for HMD in a market full of competition. The campaign was designed to highlight how HMD enhances human potential through technology, without overwhelming the consumer. This isn’t just about one campaign; it’s about establishing an entire ecosystem of creative assets that define the brand.”
HMD’s entrance into the Indian market is marked by a campaign that is both innovative and relatable, thanks to the involvement of beloved Bollywood actors and a clear focus on consumer-centric technology. By integrating advanced features into its products and crafting a campaign that speaks to the needs and aspirations of Indian consumers, HMD is poised to make a lasting impact in the mobile industry. With Sanya Malhotra and Jimmy Shergill at the forefront, the brand is set to connect with a broad audience, from tech enthusiasts to those seeking reliable, user-friendly mobile solutions
