Lava partners with Gautam Gambhir to launch Blaze X

Lava International Ltd., a leading Indian mobile handset and technology solutions company, releases a digital film starring celebrated cricket superstar Gautam Gambhir for the launch of its new smartphone Blaze X. The film conceptualised and created by 82.5, an Ogilvy Company is laced with humour creating excitement amongst the audiences for the new phone designed and manufactured in India. Thecampaign #BlazekaCraze aims to celebrate and connect with the fans of Lava Blaze, a series featuring prominent hits like Lava Blaze Curve, Lava Blaze Pro 5G, Lava Blaze 2 5G and Blaze 5G.

The campaign introduces Lava Blaze X, a disruptive new model that offers numerous high-end features at a very affordable price point. The campaign leverages this value proposition and takes a creative leap where people- feeling betrayed by their currently owned phones when compared to Blaze X resort to violently breaking them.

Gautam Gambhir comes across as a very apt choice for the campaign as he is known for his aggressive demeanor and an upfront on field persona. It perfectly symbolizes what Blaze X stands for – the undisputed champion of its segment.

The film unfolds in two parts – the first segment introduces Gambhir in an unusual temperament creating inquisitiveness amongst the viewers. The second segment reveals the features of the new Lava Blaze X which is brand’s latest offering to the Blaze fans.

Commenting on the launch,  Puravansh Maitreya, Marketing Head, Lava International Ltd., said "Thethought behind the campaign 'Blaze ka Craze' was to connect with the young audience of Blazeseriesand introduce a product that is powerful, great looking and a true value for money.The film rightly captures the excitement amongst the fans for the new Blaze X.I am grateful to Gautam for his supportto Lava and the fans of Blaze series.”
Commenting on the campaign Chandana Agarwal, President - North & East, said, 'Lava is all set to change expectations from a phone, Blaze X is a perfect demonstration of this ambition, Gautam Gambhir, an epitome of discipline and prescriptive behavior is used bring alive the impact of this craze."

82.5 communication, Chief Creative Officer, Anuraag Khandelwal had this to say, " It was a perfect collaboratives effort between the client and us to create something clutter breaking for a fantastic product like the Lava Blaze X. We wanted to do something that'll create conversations and buzz on social, so we went crazy, the passionate people at Lava backed it and Blaze ka Craze cha Gaya!"