New Delhi: HMD has unveiled its vibrant new brand campaign “Issa Vibe”, marking a major refresh for the brand in India. Fronted by acclaimed actor and HMD brand ambassador Sanya Malhotra, the campaign introduces the HMD Vibe 5G, a smartphone designed to empower India’s youth to embrace individuality, creativity, and self-expression.
At the heart of the campaign lies the message “Claim Your Vibe”, shifting the narrative from technical specifications to lifestyle integration. The film celebrates confidence, originality, and authenticity — qualities that resonate deeply with Gen Z and young millennials.
Ravi Kunwar, CEO & Vice President of India & APAC, HMD, highlighted the strategic pivot, “In a market that often focuses solely on specs, we are making it about the experience. It’s about how the device optimizes your day and enhances your life, not just a single feature. Our partnership with Sanya and the launch of Vibe 5G is a key milestone in our brand journey. With a full-line presence from sub-₹10,000 to higher mid-range devices, we are now positioned to win the hearts of young Indians by combining lifestyle, AI-driven utility, and digital wellbeing.”
The brand film, featuring Sanya Malhotra, captures this ethos in a dynamic, youth-centric narrative. Speaking about her association, Sanya Malhotra said:
“Claiming your vibe is about owning who you are with comfort and confidence. That’s a feeling I personally connect with. My journey with HMD began with loving the style and camera of their special edition phones, and now with the Vibe 5G, it’s about how the device becomes a seamless part of expressing my creativity every day. The device is engineered to deliver a powerful, smooth 5G experience without compromising on the features that matter most to young users, packaged in a stylish, budget-friendly design. It’s not just a phone; it’s a partner in my vibe.”
The campaign was conceptualized and executed by And And Brand Partners, with Creative Director and Co-Founder Rajesh Minocha sharing his vision:
“Our vision was to move beyond a product showcase and create a feeling—a pulse of youthful energy and self-assurance. We wanted to visually translate the joy and confidence of ‘claiming your vibe,’ and Sanya Malhotra embodied that spirit perfectly. Every frame is designed to inspire the audience to embrace their own unique identity.”
The integrated marketing push adopts a 360-degree approach, spanning TV, print, digital, and social platforms. With bold digital storytelling at its core, HMD aims to spark conversations and connect authentically with youth audiences. The brand will also align with cultural moments such as Music Day and Social Media Day, while vibrant retail POS activations will extend the campaign offline, ensuring a seamless brand experience across touchpoints.
