Smartphone brand Vivo (vivo) has launched an ad film that builds on its stated ‘Live the Joy’ purpose.
The two-and-a-half-minute video conceptualised by FCB India and directed by Neeraj Ghaywan tells the story of three protagonists. A successful male executive away from his wife when their child is born, a female professional stuck in office and away from parents during a family celebration, and a man who connects with his mother on a video call to make a dish, for his daughter. The mobile plays a central role as the film establishes the value of each relationship. Vivo highlights and celebrates the joy the characters experience as they reunite / connect with their loved ones.
The film will be promoted across digital platforms including YouTube, Facebook, and Twitter.
Geetaj Channana, Head, Corporate Strategy, Vivo India, said, “As a brand whose every action starts from ‘Why’, the ‘Why’ for Vivo is our purpose. Our purpose is to ‘Bring joy to all Indians through superior technology and simplified experiences’. Being creators of ubiquitous technology, we believe that it is our responsibility to help nudge people towards finding this joy and through this campaign, we hope to inspire people to invest more time with their families and cherish those precious moments in life.”
Swati Bhattacharya, Creative Chairperson, FCB India, said, “Success has become a metric for joy these days. As a society we have started believing that happiness can be bought with money, achieved by hustling, but is that really so? ‘Where joy lives’ is a gentle nudge to those of us who are consumed by our ambition, to take a pause, and try looking for joy closer home because more often than not, that’s where we’ll end up finding it.”
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