Lars Silberbauer on HMD Crest’s affordable innovation with a sustainable edge

Human Mobile Devices (HMD Global) is a Finnish mobile phone manufacturer known for its dedication to producing affordable, stylish, and repairable phones that cater to today’s technological demands. Since its inception in 2016, HMD has been responsible for crafting Nokia phones, upholding the brand’s legacy while simultaneously exploring new horizons with HMD original devices. This dual approach has enabled HMD to embrace a multi-brand vision, offering diverse products that cater to various consumer needs.

HMD recently launched its latest smartphones, the HMD Crest and HMD Crest Max, in India. This launch marks a significant milestone for the company as it continues to innovate and address critical issues such as e-waste and digital fatigue. The new devices are designed to enhance daily life without straining consumers’ budgets.

Adgully caught up with Lars Silberbauer, Global Chief Marketing Officer, HMD, at the launch event, where he spoke about how HMD's forward-thinking strategies and new initiatives are shaping the future of mobile technology, highlighting the company’s commitment to providing high-quality, sustainable devices.

Could you tell us a bit about your background and how it led you to your current role as Global CMO at HMD?

I’ve only been with HMD for two years. Prior to this, I served as the CMO for the Olympic movement, and was involved in planning for the 2024 Paris Olympics. Before that, I was the Senior Vice President for MTV in New York and spent ten years at LEGO. My background is quite varied and not tech-centric, which offers a unique perspective in my current role.

HMD has a rich history with Nokia. Could you share more about the company’s evolution and your role in its transformation?

HMD started seven years ago by acquiring the exclusive license for Nokia devices from Microsoft, along with all the legacy designs. This January, we announced a transformation into a multi-brand company. We still carry the Nokia license, but have also launched our own HMD-branded phones and other lines like Skyline. We’re expanding into various brand collaborations, such as with Mattel for a Barbie phone launching in August.

The HMD Crest series marks your entry into the Indian market. What inspired this move?

Our decision to enter the Indian market is deeply rooted in our history with Nokia and the strong market presence we have here. With over a million phones sold monthly in India, it was a natural step to introduce products specifically tailored for this market. Our leadership team, including myself, is dedicated to making this launch a success because of the strong connection and loyalty we have in India.

Could you share some of the technological specifics of the HMD Crest series?

While I’m not a technical expert, I can tell you that the Crest series features innovative user-focused functionalities. The HMD Crest sets a new standard in smartphone photography with its 50MP selfie camera, capturing vivid details and making your photos shareable right away. It includes features like “Hands Free Selfie” with gesture controls, tone control, and Beautify for natural-looking selfies. You can also use slow-motion and AI Super Portrait mode for stunning self-portraits. For action shots, Flash shot helps capture movement, while Tripod Mode enables impressive long-exposure photography.

Key Highlights of HMD Crest and HMD Crest Max:

For Image Creators: Both models feature a 50MP selfie camera and a 50MP dual AI rear camera (HMD Crest) or a 64MP main camera, 5MP Ultrawide, and 2MP Macro lens (HMD Crest Max).

Display: 6.67" FHD+ OLED screen for great visuals.

Battery Life: 5000mAh battery with 33W fast charging.

Storage & Memory:

HMD Crest Max: 16GB RAM (8GB fixed + 8GB virtual) and 256GB storage.

HMD Crest: 12GB RAM (6GB fixed + 6GB virtual) and 128GB storage.

Performance: Unisoc T760 5G processor with an Antutu Score of 5.1 Lacs+.

Repairability: Both models include Repairability 1.0, making it easy to replace parts like the back panel, battery, display, or charging port, which extends the device's lifespan and reduces e-waste.

What marketing strategies are in place for the HMD Crest series, especially in India?

Our strategy involves launching a bold and distinct brand identity. We’re working with influencers who resonate with our values of affordability, stability, and desirability. We are not just taking influencers, but we are selecting influencers who genuinely follow what we stand for.

Moreover, I think we are launching a great product as Crest device looks really stunning, with its colour and design.

We’re also engaging in partnerships with Bollywood and sports stars to connect with Indian culture, which is a crucial aspect of our marketing approach.

Could you discuss any recent partnerships with celebrities and their objectives?

Our collaborations with figures like Sania Malhotra and Jimmy Shergill, as well as our partnership with the Rajasthan Royals, are part of our strategy to align with cultural and entertainment icons. This helps us connect with audiences on a more personal level and reinforces our brand’s presence in key cultural areas like Bollywood and sports.

In light of the global trends towards sustainability, how is HMD incorporating eco-friendly practices?

HMD is a leader in sustainability, holding a platinum rating from Ecovadis, the highest possible. We focus on recycling materials and improving the repairability of our devices. For example, our phones are designed to be easily repairable, reducing the need for frequent replacements. We’re committed to making our entire supply chain more sustainable, including using clean energy and sustainable materials.

What can you tell us about the upcoming Barbie phone Series, and what makes it special?

The Barbie phone, launching in August, is designed with fun and unique features, including a special packaging that resembles a jewellery box. It will come with accessories like bracelets and a playful touch, such as an unanswered call from Ken, making it a special and memorable product for fans and collectors alike.