Festive Overdrive: Bullish mobile phone brands leave no stone unturned to win big

While the festive season in India stretches from August to December-end, it reaches a crescendo during Dussehra/ Durga / Diwali festivities. This period sees brands and marketers maximise their spends and efforts to woo the customers. ‘FESTIVE MOOD’ is Adgully’s annual outlook on this important marketing period.

This year, despite some geo-political as well as domestic and climatic upheavals, the mood is upbeat, much to marketers’ relief, who sound bullish as they share their festive gameplans with Adgully. Mobile phones is one of the categories that sees great traction during the festive period, especially with the slew of deals and discounts across e-commerce sales occasions. Speaking to brand experts, Adgully explores their strategies and campaigns for this festive season.

Overarching Strategies for the Festive Season

Anuj Sharma, Chief Marketing Officer, Xiaomi India, shares that the festive season has always been a time of joy and celebration for consumers. It’s a period filled with anticipation, as people look forward to embracing the latest innovations, especially as gifts. “Over the years, we’ve observed a unique sentiment among our customers – they often describe Xiaomi products as ‘magical’, a quality that truly sets us apart in the market,” Sharma explains. “Our ‘Bring Magic Home’ campaign celebrates this sentiment. It highlights how Xiaomi products bring the magic of technology into everyday life, making simple moments extraordinary. Our mission remains to be the ‘magicians’ of the tech world, continuously transforming lives through cutting-edge technology. This campaign is a manifestation of that commitment.”

Further elaborating on Xiaomi’s marketing strategy for the festive season, Sharma says, “Our approach is bold and deeply customer-focused, designed to streamline the purchasing journey. While our marketing investments are heavily focused on top-of-funnel activities early in the season, performance marketing will play an increasingly important role as the season progresses. We recognize that consumers prioritize great deals during this period, and we’re committed to translating the advanced features of our products into meaningful benefits.”

Similarly, Pranay Rao, Head of Marketing at Nothing India, highlights the remarkable success of their mobile launches this year. “The debut of Phone (2a) and CMF Phone 1 marked significant milestones, with over 60,000 units of Phone (2a) sold in just 60 minutes and a record-breaking 100,000 units of CMF Phone 1 sold in only three hours,” he says, adding, “Our festive season strategy builds on this success, introducing many new customers to the Nothing and CMF ecosystem.”

Rao explains that the festive season presents a prime opportunity for consumers to upgrade their devices or purchase them as gifts. “We’ll be part of the Flipkart Big Billion Days sale and subsequent offline retail events with partners like Vijay Sales and Croma. During this period, we’ll offer our products at extremely competitive prices, and our communication will reflect the celebratory spirit of Indian festivals. We’re also planning to engage our customers with exciting prizes, making this festive season even more special.”

Kannav Thukral, Managing Director of BlackZone Mobiles, discusses their focus on budget-friendly feature phones that are 4G-enabled and social media-friendly. “Our strategy centers on inclusivity, ensuring people across India can access fast internet and platforms like YouTube through our devices. Our pilot marketing efforts have shown promising results,” says Thukral.

Arijeet Talapatra, CEO of Tecno India, outlines their festive strategy, which focuses on scaling up production and distribution to meet the growing demand for 5G-enabled phones with advanced AI features. “With the launch of the POVA 6 Neo 5G, we’re bringing generative AI to a broader audience at an affordable price point. We’re also partnering with regional influencers to engage local audiences in languages like Bengali and Punjabi, which helps us connect with consumers on a deeper level,” he shares. Talapatra emphasizes Tecno’s commitment to offering cutting-edge features at accessible prices while catering to regional consumer needs.

Ravi Agarwal, MD and Founder of Cellecor Gadgets Limited, highlights the importance of seasonal promotions in their strategy. He says, “We’re introducing aggressive discounts and limited-time offers tailored for festive shoppers. These promotions will be showcased across all our advertising channels and within stores to create urgency and excitement.” Agarwal also mentions their focus on an elevated customer experience with festive-themed marketing materials and in-store decorations. Additionally, Cellecor plans to introduce exclusive products and curated gift bundles during the festive season, enhancing the shopping experience for consumers looking for unique and thoughtful gifts.

As the festive season approaches, mobile brands are pulling out all the stops to engage consumers with innovative products, attractive offers, and culturally resonant campaigns. With a strong focus on capturing the emotional spirit of the season, these brands are poised to create memorable experiences for consumers while driving significant sales growth.

Winning Campaigns and Smart Strategies

With both e-commerce platforms and physical stores becoming hotspots for festive shoppers, the mobile industry, in particular, is rolling out targeted strategies to maximize visibility and engagement.

Xiaomi India’s Anuj Sharma highlights how major players are aligning their festive campaigns with key online and offline touchpoints, ensuring a broad reach. Xiaomi’s ‘Bring Magic Home’ campaign, spearheaded by brand ambassador Katrina Kaif, is at the heart of their Diwali strategy. “Our annual ‘Diwali with Mi’ sale brings magical experiences to our consumers, offering up to ₹1,000 crore worth of deals, including up to 70% off on Smart Home products. We’ve also introduced exciting contests like ‘Win Every Minute’ to further engage our audience,” shares Sharma.

Motorola, a global leader in mobile technology, has launched its innovative marketing initiative, the #FlipTheFOMO campaign, celebrating the return of the iconic Motorola Razr 50. Aimed at transforming Gen Z’s “Fear of Missing Out” (FOMO) into moments of creativity and empowerment, this campaign underscores Motorola’s commitment to pushing the boundaries of design and technology. Shivam Ranjan, Head of Marketing for APAC at Motorola, expressed enthusiasm about the campaign’s success, stating, “Our dynamic #FlipTheFOMO campaign not only highlights the Razr 50’s advanced features but also integrates modern social media trends to resonate with Gen Z.”

Nothing, a brand that thrives on innovation and design, is also ready to make a big impact this festive season. “We understand the festive season is a peak time for consumer spending, and while I can't reveal all the details yet, our campaigns are designed to offer exceptional value and excitement,” explains Pranay Rao. “We’ll leverage media innovation, social media, PR, influencer marketing, and offline touchpoints to engage our audience, ensuring that our brand stays top-of-mind during this crucial period. Our initiatives will reflect Nothing’s core values of innovation and affordability, reinforcing our commitment to providing cutting-edge technology to all.”

Other mobile brands are similarly tapping into this period of high consumer activity. BlackZone Mobiles, known for its affordable yet innovative devices, is gearing up for a range of promotions. “Our campaigns are designed to provide exceptional value and excitement, leveraging media innovation, social platforms, PR, and influencer marketing. We’re focusing on offering budget-friendly entertainment, especially with our social-media-enabled touch-and-type and mini Android phones,” says Kannav Thukral.

On a similar note, Tecno India is taking advantage of the festive season by targeting the fast-growing demand for 5G-enabled devices. “We’re scaling up production and distribution, especially for the ₹10,000-₹15,000 segment, with the launch of the POVA 6 Neo 5G. Our focus on local connections, regional influencers, and AI-enhanced devices at accessible prices sets us apart,” states Arijeet Talapatra, CEO of Tecno India.

Cellecor Gadgets, a rising player in the tech market, is doubling down on e-commerce. Sharing their strategy, Ravi Agarwal says, “This festive season, we’re participating in Flipkart’s Big Billion Sale, where we’ve already secured significant orders. We’re also expanding our reach with exclusive partnerships on various platforms, offering tailored deals and bundled offers that resonate with the festive spirit.”

This Diwali, OPPO India lights up the festive season with its #VishwasKaDeep campaign, featuring a captivating film and immersive digital experiences that showcase India's diverse Diwali celebrations. It also promotes OPPO’s latest smartphones – the Reno12 Pro 5G, F27 Pro+ 5G, and A3 Pro 5G—emphasizing their reliability in capturing special moments.

Brands Differentiate Beyond Features

The mobile phone market becomes increasingly competitive, particularly during the festive season, as brands race to capture the attention of consumers. With every brand offering a variety of models, features, and deals, standing out in this crowded space requires more than just product excellence. Brands must differentiate themselves through unique selling propositions (USPs) such as advanced camera technology, battery longevity, or sleek designs. However, beyond technical specifications, storytelling and user experience are emerging as crucial aspects of brand differentiation.

Xiaomi India: Human x Car x Home Vision

Xiaomi’s CMO Anuj Sharma explains that Xiaomi’s differentiation lies in its comprehensive vision of integrating technology into every aspect of life. “What truly differentiates us is our ‘Human x Car x Home’ vision,” he notes, emphasizing how Xiaomi creates an interconnected ecosystem that goes beyond smartphones to enhance the way people live, work, and connect. By combining global innovation with local relevance, Xiaomi has built a unique identity that resonates with Indian consumers.

With over 800 million AIoT devices sold globally, Xiaomi has solidified its position as a pioneer in smart technology. Sharma adds that the brand’s strength lies in offering a connected experience across home, mobility, and personal devices, providing consumers with seamless integration and exceptional user experience—key factors that set the brand apart from the competition.

Nothing India: Design, Innovation, and Transparency

Nothing India’s Marketing Head Pranay Rao attributes the brand’s differentiation to its focus on minimalism, innovation, and customer experience. “Our differentiation in the market is rooted in our commitment to design, innovation, and customer service,” Rao shares. Nothing India’s minimalist design and transparent ethos have created a brand identity that strongly resonates with consumers who value authenticity.

The brand is also focusing heavily on service, with over 350 service centers nationwide and plans to expand further by Diwali. By prioritizing community engagement and ensuring an elevated customer experience, Nothing India maintains its unique position in the mobile phone market.

BlackZone Mobiles: Value and Trust

For BlackZone Mobiles, differentiation is based on delivering value and trust to customers. According to MD Kannav Thukral, the brand emphasizes reliable service and offers a one-year warranty on all its products. “We focus on providing ‘Wow Service’ to our customers,” he says, noting that the company’s 24x7 service team builds trust and drives demand in the market. This dedication to after-sales service gives BlackZone an edge over competitors, particularly in the budget and mid-range segments.

Cellecor Gadgets: Innovation and Distribution Excellence

MD & Founder Ravi Agarwal highlights the importance of combining quality, affordability, and innovation. “In a competitive market, Cellecor distinguishes itself through a combination of innovative features, customer-focused strategies, and unique value propositions,” Agarwal explains. By offering high-quality gadgets at competitive prices and ensuring strong product availability through a robust distribution network, Cellecor maintains its market presence even in the face of supply chain challenges.

The brand also stands out in the affordable feature phone segment with its impressive battery life, addressing a key consumer need. Moreover, Cellecor’s dedication to customer support – characterized by prompt issue resolution – further strengthens its position in the market.

Consumer Behaviour Trends

As the festive season unfolds, businesses are keenly monitoring evolving consumer behaviours that are shaping their marketing strategies. Here’s a look at some notable trends and insights shared by industry leaders:

A Shift towards Premium Devices

Many consumers are gravitating towards premium and flagship devices during festive sales, motivated by attractive offers and easy financing options. This trend is particularly pronounced among younger buyers, who aspire to own the latest technology. Anuj Sharma notes, “This festive season, we’re witnessing a marked increase in demand for premium tech products, including smartphones, tablets, and smart home devices.” He emphasizes that consumers are becoming increasingly tech-savvy and expect devices that deliver high performance alongside a premium, personalized experience. The eagerness to adopt 5G technology and preferences for larger screen TVs further reflect this trend.

To capitalize on these insights, Sharma reveals that Xiaomi’s marketing strategies focus on showcasing the benefits of their products, particularly how technology can enhance consumers’ daily lives. The company is investing in campaigns that highlight premium features and design, appealing to those seeking innovative devices.

Rise of Online Shopping and Value-Driven Purchases

The growing inclination towards online shopping is another significant trend this festive season. Pranay Rao points out that retailers are recognizing the importance of offering deals that align with consumer preferences for quality and design. He notes, “Consumers, especially Gen Z, are very aware and thoroughly research products before purchasing.” This informed approach is prompting Nothing India’s marketing strategies to become more digitally focused and value-oriented, addressing the demands of a discerning consumer base. Additionally, Rao highlights the rising interest in sustainability, which is prompting the brand to emphasize its eco-friendly practices in marketing efforts.

Sharing his insights on consumer behaviour, Kannav Thukral says, “We are observing an increased inclination towards online shopping and value-driven purchases. Retailers realize that a lot of the purchase is happening during this period, and customers are looking for deals that provide the most benefits and align with their preferences for quality and design.” He emphasizes that today’s consumers, particularly Gen Z, are very aware and conduct thorough research before making a purchase. This trend shapes BlackZone’s marketing strategies, making them more digitally focused and value-oriented while highlighting their sustainability efforts.

Enhanced Communication and Content Consumption

For Ravi Agarwal, the need for communication has become essential, leading consumers to seek upgrades to their devices. With the increasing consumption of video content, Agarwal mentions that Cellecor has customized its products to meet customer needs. This shift emphasizes the importance of creating devices that cater to contemporary communication habits.

Price Sensitivity and Unique Gifting Options

Understanding price sensitivity is crucial this festive season, according to several industry leaders. Businesses are rolling out discounts and combo offers to attract budget-conscious shoppers. Agarwal highlights a shift towards online shopping, with companies enhancing their digital presence through streamlined experiences and targeted promotions.

Moreover, the demand for personalized and unique gifts is on the rise. To address this trend, brands are focusing on customizable features and curated product options. As Agarwal succinctly puts it: “We aim to offer gifts that stand out and meet the desire for meaningful and individualized presents.”

Exciting Product Launches and Limited Editions

The festive season is a golden opportunity for brands to capture consumer attention through innovative product launches and limited-edition offerings. As consumers look to upgrade their devices and indulge in seasonal shopping, many mobile phone brands are gearing up to meet this demand with exclusive releases designed to captivate.

Festive Innovations from Leading Brands

Mobile phone companies are strategically positioning themselves for the holiday rush by introducing new products that feature enhanced capabilities, festive-themed designs, or unique color variants. These offerings not only attract consumers but also elevate the overall shopping experience.

Xiaomi: Expanding Festive Offerings

Anuj Sharma shared his insights into their festive strategy, “We’re excited to announce the launch of two new products to enhance our festive season offerings. We’ve recently launched the Xiaomi X Pro QLED TV and the Redmi Watch 5 Activ, enriching our portfolio with premium options. Additionally, we introduced the innovative Redmi Fire TV in 55-inch and 43-inch models, designed to elevate the home entertainment experience.”

Nothing India: Focus on Consumer Experience

Pranay Rao emphasized Nothing’s dedication to enhancing consumer experience during the festive season. “While we always strive to innovate and bring new experiences to our consumers, I cannot confirm any specific product launches or limited editions at this time,” he says. He also highlights the positive reception of their previous offerings, particularly the Phone (2a), which saw successful subsequent launches, including the Blue edition and a Special Edition. “Any announcements regarding new products will be made in due course, in line with our strategic objectives for the festive season.”

Tecno India: Catering to Growing Demand

Sharing Tecno India’s festive strategy, which is focused on production and distribution, Arijeet Talapatra says, “Our festive season strategy prioritizes scaling up production and distribution to meet increasing demand, especially in the fast-growing Rs 10,000-Rs 15,000 segment for 5G and advanced AI features. The launch of the POVA 6 Neo 5G aims to bring generative AI technology to a broader audience at an affordable price point. By partnering with regional influencers and engaging audiences in local languages, Tecno aims to strengthen its connection with consumers while offering cutting-edge features at accessible prices.

Cellecor Gadgets Limited: Stylish Innovations

Ravi Agarwal expresses his excitement about their festive offerings, saying, “We are thrilled to announce the launch of our E Series Smart Watches this festive season. These new smartwatches incorporate the latest technological advancements and stylish designs, making them a perfect fit for the festive spirit.” The brand is also preparing exclusive gift combos that pair new innovations with popular favourites, ensuring customers have unique and value-packed options.

OPPO India’s Festive Promotions

To further engage consumers, OPPO India has introduced its ‘Pay 0, Worry 0, Win Rs 10 Lakh’ offer. This includes no-cost EMIs, zero down payment, and instant cashback on the purchase of OPPO smartphones, such as the Reno 12 Pro 5G and F27 Pro+ 5G. The promotional offers are available across OPPO retail stores, the OPPO e-store, Flipkart, and Amazon until November 5, 2024.

By tapping into the emotional and aspirational aspects of festive buying, these brands are aiming to create memorable consumer experiences while driving significant sales growth.

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