India – POCO has launched a new campaign aimed at highlighting the use of disclaimers in smartphone marketing, positioning its latest device series around what it describes as more straightforward performance claims.
The campaign, titled ‘Fastest BS Service’, was developed in partnership with Monks, the digital arm of S4Capital plc. It coincides with the launch of POCO India’s X8 Pro Series during March’s ‘Smartphone Super Month’, a key sales period for the category.
Rather than competing on the scale of media spend, the campaign focuses on the prevalence of qualifying statements in performance-led advertising. It draws on a broader trend of online creators scrutinising marketing claims, reframing disclaimers as a central creative device.
The work also features rapper Gaush and comedian Aadar Malik, who present a fictional service that delivers complex disclaimers at high speed. In one of the campaign’s films, Malik remarks: “Got that? No? That’s the point.”
The campaign extended beyond digital video, with out-of-home placements located near competitor retail stores and a front-page print execution. Online, audiences were encouraged to engage with the concept by inviting other brands to participate.
Commenting on the campaign’s philosophy, Ken Sekhar, Marketing Head at POCO India, said, “At POCO, we believe the most powerful ideas come from real consumer truths. Disclaimers are one such reality that often goes unnoticed. By collaborating with Gaush and our creative partners at Monks, we’ve translated that into a format that resonates with today’s audience, while underlining our commitment to straightforward, performance-led products—where the X8 Pro Series delivers exactly what it promises, without caveats.”
According to the company, the X8 Pro Series is positioned around a single performance claim without qualifiers, supported by specifications including a MediaTek Dimensity 9500s processor, a 9000mAh battery, and IP69K-rated durability.
