MUMBAI: POCO has launched a campaign for the new X7 and X7 Pro in India with Bollywood actor Akshay Kumar as its brand ambassador debuting the Xceed Your Limits brand positioning targetting the youth of today.
The campaign, conceptualised and created by Monks India, plays to the pulse of the social media audience – the gamers, the performers, the doom scrollers and the pop-culture hunters. The comic-book-inspired live-action film aims to be an ode to the world of movies and games they live and breathe.
With Kumar leading the campaign, his action-oriented approach aims to imbibe the brand perfectly with high performance and the X attitude.
Targetting a GenZ audience, the strategy behind the campaign is to show how the phone’s high performance and AI features allow the users of today to Xceed Limits, to break beyond barriers and to exceed boundaries.
“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 the GenZ. They need to see content based on what they are willing to watch on their feed organically. More pop culture, less 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,” says Soven Mandal, executive creative director Monks India.
The campaign was launched at an event in January, with teaser social media and video content leading to the launch of a 60-second film which launched this week.
“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 account management Monks India.
The end-to-end campaign, by Monks, was created at the speed of culture, with both concept and delivery carried out within weeks. More brands need to evolve to become Real-Time Brands, creating long-lasting quality work that performs because it keeps up at the speed of a social-first culture.
“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,” said Liju Kochummachan, VP of Production and COE Monks India.
