HMD makes India debut with star-studded campaign

Human Mobile Devices (HMD) has officially entered the Indian market with a bang, launching its inaugural product lineup and a high-profile marketing campaign featuring Bollywood stars Sanya Malhotra and Jimmy Shergill.

The brand's entry into the fiercely competitive Indian smartphone market is marked by the launch of the HMD Crest smartphone and the feature phones HMD 105 and 110. The accompanying digital and TVC campaign, crafted in collaboration with AndAnd Brand Partners, aims to establish HMD as a trendy, lifestyle brand connecting with the young Indian consumer.

Tathagat Jena, CMO & Online Sales Head of HMD India, emphasized the brand’s commitment to the Indian market, stating: “Successfully launching our first products, the HMD Crest 5G smartphones along with the feature phones HMD 105 and HMD 110, marks our intent to dig deep for the long haul in the competitive Indian market. We are a young-at-heart, style-forward lifestyle brand, aiming to connect with trendy young consumers in India by moving away from ‘over-the-top tech talk’ and letting consumers enjoy our brand speak at all times.”
The HMD Crest series smartphones, equipped with best-in-class 50MP gesture selfie technology, and the feature-rich HMD 105 and 110 models, highlight the brand's focus on addressing the real needs of Indian consumers through user-friendly technology.
 

Rajesh Minocha from AndAnd Brand Partners, the agency behind HMD’s campaign, added: “Bringing a brand to life is much more than just translating a script to screen. Our task was to create a strong first impression for HMD in an industry that is immensely cluttered. The campaigns and product launches reflect how the brand enhances human capabilities through tech without becoming overwhelming. We’ve put together an entire ecosystem of creative assets for a new brand, not just a single campaign.”

Sanya Malhotra, the recently appointed brand ambassador for HMD India’s smartphone range, stars in a video campaign showcasing the AI-enabled gesture control technology of the HMD Crest series. The campaign features Sanya effortlessly capturing hands-free selfies while performing breezy dance moves, emphasizing the smartphone’s usability and creativity.

In another segment of the campaign, Jimmy Shergill, beloved for his charming screen presence, portrays Jimmy Bhaiya alongside his butler Manohar in a humorous narrative that brings to life the easy-to-use HMD feature phones. These phones are designed with essential innovations like the "Phone Talker" feature and digital payment capabilities via UPI, enhancing daily interactions and making financial transactions seamless for India’s digital-first audience.