Tag: POCO

India – POCO India, in collaboration with Monks India, has launched its latest campaign featuring Bollywood actor Akshay Kumar as the brand ambassador, aimed at connecting with today’s high-performance youth.

The campaign unveils POCO’s X7 and X7 Pro alongside its new brand positioning, ‘Xceed Your Limits,’ crafted to connect with a social media-savvy Gen Z audience. It speaks to gamers, performers, doom scrollers, and pop-culture enthusiasts, highlighting how the phone’s high performance and AI capabilities empower users to push boundaries and overcome barriers.

Conceptualised and created by Monks India, the campaign features Akshay Kumar in a comic-book-inspired live-action film, paying tribute to the fast-paced, action-packed world of movies and games. Kumar embodies the brand’s ethos of high performance and the signature ‘X’ attitude.

Commenting on the launch, Soven Mandal, executive creative director at Monks India, said, “The lens of advertising a product needs to shift towards content marketing. In today’s world, slapping product advertising on a user’s feed will probably result in getting lost in the clutter of content they see. This is especially true for Gen Z. They need to see content based on what they are willing to watch on their feed organically. More pop culture, fewer ads. And with the superhero shebang of the Marvel and DC universe taking over social media and their fans, it made sense to project the brand to our fans similarly.”

The campaign launched in January with teaser content on social media, culminating in a 60-second film. The end-to-end campaign was developed and delivered within weeks, reflecting the fast pace of today’s social-first culture. It highlights the need for brands to adapt as real-time creators, delivering impactful work that resonates in the moment.

“Our approach was to create a narrative that isn’t just seen but felt, high-energy and engaging, an experience that connects with the audience in a way that feels organic and authentic. With POCO X7 and X7 Pro, we embraced the ‘Xceed Your Limits’’ not just as a message. Our team pushed boundaries by reimagining the typical phone ad into something more than just a product showcase,” said Megha Ahuja, VP of account management at Monks India.

“In production, timing is everything. We were working in real time where speed had to coexist with the highest standards of quality. The entire process from pre-production to final cut was planned meticulously, with seamless coordination and an incredible team effort. It wasn’t just about moving fast; it was about executing with precision under tight timelines, ensuring we deliver a campaign that amplified the essence of POCO X7 and Akshay Kumar Xceed Your Limits,” added Liju Kochummachan, VP of production and COE at Monks India.

Jakarta, Indonesia – Smartphone company POCO has reappointed KlikPR as its PR partner for the second consecutive year in Indonesia. This partnership will see KlikPR continue to assist POCO in building and maintaining a solid reputation in the marketplace through effective and targeted communications strategies.

The selection of KlikPR for this partnership was based on the firm’s proven track record of delivering successful public relations and communications campaigns for POCO in 2022 and its deep understanding of the mobile device industry. 

The team has also conducted a number of traditional and non-traditional communication activities, from product launches and unique interviews to hands-on activities and product seedings. 

Jeannie Purnamasari, managing director of KlikPR, said, “We are thrilled to have the opportunity to continue working with POCO Indonesia on their brand communications and media engagement efforts. We look forward to creating more unconventional approaches for POCO in engaging its unique markets and reaching new heights.”

POCO Indonesia has increasingly established its presence as an independent brand by providing full support for the trend of Indonesian subcultures. In the past year, KlikPR helped POCO become a trendsetting brand that executed many bold activities. 

This includes engaging cross-subcultural media and influencers from the sports, music, game, and art sectors, increasing visibility within the youth communities. Furthermore, by sharing the same DNA as Gen Z, POCO is unique in speaking directly to its target market, as they understand their needs and wants.

Andi Renreng, head of marketing at POCO Indonesia, commented, “Their team has worked very closely with us and demonstrated a clear understanding of what we as a business are trying to achieve and how to stay relevant in today’s world. In addition, their unique creativity in connecting with our hyper-targeted market has helped increase our exposure. I look forward to the continuing work of making POCO the ultimate brand within the Indonesian youth market.”

KlikPR’s portfolio includes clients such as SnackVideo, Ajaib, CARRO, OCBC NISP, and Glints.

New Delhi, India – One of the largest smartphone brands in India, POCO, has unveiled its new brand identity through a series of ‘quirky and fun’ campaigns, created in partnership with advertising agency DDB Mudra.

The campaign revolves around its new brand identity ‘Made of Mad’ wherein the brand story is told with unconventional and edgy visuals. The campaign goes beyond just being a showcase of the specifications of the phone but rather highlights the brand ideology.

The ‘Made of Mad’ campaign sees five advertising spots rolled out, with the primary campaign titled as ‘Legend of Mad’. The main campaign narrates the story of POCO’s mascot ‘Mad’ who aids famous people like Isaac Newton and Albert Einstein solve in a fictional setting the problems they are known to solve, like the theory of gravity or theory of relativity.

Other campaigns are an allude to internet culture, like using ‘when life gives you Madness’ which is derived from the Internet meme ‘when life gives you lemons’, and ‘Unboxing Madness’ which is an allude to the internet phenomenon of unboxing videos online.

As part of its greater appeal to the Gen Z’s and millennials, POCO used unconventional visuals and storytelling devices that could leave a lasting impact, which is a direct opposite of conventional brand storytelling through celebrity endorsements and a focus on product features.

For Raghav Chitra, marketing lead at POCO India, the ‘Made of Mad’ brand identity is a creative rendition of what POCO fans and consumers can expect from a brand that exudes a unique, compelling philosophy behind its products.

POCO-India-DDB-Mudra-Representatives
(Left) Raghav Chitra, Marketing Lead, POCO India; (Right) Vishnu Srivastav, Creative Director, DDB Mudra Group

“It is also a representation of our consumers who are driven by the spirit of ‘mad’: independent, ambitious, eccentric, and irreverent in their pursuit of perfection. Through this initiative, we want to build a belief system that enhances the overall POCO experience that our users find relevant,” Chitra stated.

Meanwhile, Vishnu Srivastav, creative director at DDB Mudra Group said, “The effort was to differentiate POCO clearly in the minds of the youth. Somewhere along the way we heard from consumers that POCO must be ‘mad’ to give such features at such a price. So, we wanted to celebrate this mad spirit in our own way with work that’s both eccentric and entertaining.”

The ‘Made of Mad’ campaign has been rolled out across POCO’s social media channels.