Human Mobile Devices (HMD) has announced the launch of service initiatives at Maha Kumbh Mela 2025, demonstrating its commitment to enriching the pilgrim experience through innovative technology and support services. The company has established a presence in Prayagraj with multiple programmes designed to assist visitors during their spiritual journey
Medianews4u.com caught up with Ravi Kunwar, CEO & Vice President – India & APAC HMD
Q. Will the marketing focus for HMD in 2025 rest equally on both on-ground and D2C?
In 2025, HMD’s marketing strategy will take a balanced approach, focussing on online and offline on D2C (Direct-to-Consumer) channels to give best consumer experience. Given the diversity and price sensitivity of the Indian market, our strategy will encompass a 360-degree view that combines both traditional and digital marketing to ensure we effectively reach a broad audience and engage with consumers on multiple levels.
We will continue to engage with local communities through innovative consumer engagement initiatives and events. Given the country’s diverse cultural, linguistic and demographic aspects, we customise messages to reflect the local ethos and preferences. HMD’s presence at the Mahakumbh comprises part of this customer-centric strategy. Such an approach builds deeper connections, ensuring our communiqués are authentic and relevant.
Traditional marketing apart, digital engagement cannot be ignored, particularly with younger, tech-savvy youthful cohorts such as Gen Z and millennials. Social media platforms, influencer partnerships and interactive online campaigns are all instrumental in amplifying HMD’s brand presence and driving deeper engagement.
We are strengthening our D2C presence through our own online store and partnerships with leading retail platforms like Amazon, Flipkart, Croma, and Reliance Digital. These platforms allow us to offer exclusive models, early access sales, and seamless doorstep delivery, enhancing the convenience factor for our customers. For example, during festive seasons, we introduce limited-edition devices or bundle offers exclusively through these digital platforms, ensuring our online consumers always have something special to look forward to.
Q. How will various marketing vehicles be used to enhance the brand’s personality?
At HMD, our marketing strategy is built around a 360-degree approach, ensuring that we connect with consumers across multiple touchpoints—whether online, in-store, or through cultural and lifestyle collaborations.
For instance, our recent Barbie flip phone launch was more than just a product release; it was a cultural moment. By tapping into nostalgia and pop culture, we successfully engaged Gen Z and millennials through digital campaigns, influencer partnerships, and retail activations. Similarly, our collaboration with FC Barcelona allows us to reach sports enthusiasts worldwide, integrating our brand into a passionate community that values performance and innovation.
We are also present where consumers need us the most. At Mahakumbh 2025, we are providing essential services like repair of HMD feature phones and smartphones and Nokia feature phones, and important Maha Kumbh related information via our podcast to ensure a seamless experience for millions of visitors. This reinforces HMD as a brand that understands and supports its consumers in their real-world moments.
Additionally, we have expanded into quick e-commerce with Nokia’s association with BlinkIt, making our mobile line available through rapid delivery platforms to cater to consumers who expect instant gratification.
Q. Is the smartphone seen as an extension of a consumer’s personality, especially among Gen Z?
Absolutely. For Gen Z, a smartphone is not just a device—it’s an identity, a reflection of their lifestyle and self-expression. It’s how they communicate, create, and connect with the world. At HMD, we understand this deeply and design our smartphones to align with their dynamic personalities and interests.
Notably, our devices HMD Fusion and HMD Crest are based on a design philosophy, which ensures that our devices aren’t just functional but also define the users’ style statement. HMD Fusion’s Gaming outfit is crafted for those who thrive on speed, precision, and high-performance gaming, while the Flashy Outfit caters to content creators and social media enthusiasts who want studio-quality selfies and AI-enhanced photography on the go.
HMD smartphones are versatile and personalised, making them an extension of individuality rather than just a gadget. Whether it’s for gaming, fashion, photography, or staying connected, our devices seamlessly integrate into every aspect of life—especially for Gen Z, who see their smartphone as a core part of who they are.
Q. In a competitive smartphone market, what is HMD’s USP?
At HMD, our core strength lies in reliability, innovation, and trust that have made us a preferred choice across generations. In a market filled with choices, what sets us apart is our human-first approach to technology, ensuring our devices seamlessly integrate into everyday life.
Our “Hands-Free Selfie” gesture technology makes capturing moments effortless and enables the user to click impressive selfies just by a simple hand movement, no touch needed. HMD Fusion is designed for seamless gaming and multitasking, while HMD Crest brings rugged durability with a stylish edge, perfect for those who need a phone that keeps up with their lifestyle.
We also understand that hands-on experience matters. That’s why HMD smartphones are available in over 1 lakh retail stores across India, allowing users to touch, feel, and experience our devices before making a choice.
Q. Which are the key markets and TGs that HMD is targetting for growth in 2025?
In 2025, HMD is focussed on expanding its presence in key urban and emerging markets across India, catering to consumers who seek a seamless and reliable smartphone experience. Our strong retail network of over 1 lakh stores ensures accessibility, while our partnerships with leading online platforms like Amazon, Flipkart, Croma, and Reliance Digital provide a seamless purchase journey.
Our target audience includes Zillenials, students, and digital-first consumers who value performance, durability, and user-friendly innovation. Whether it’s the HMD Crest for style-conscious users, HMD Fusion for power-packed performance, or gesture selfie technology for creators, HMD smartphones are designed to meet diverse needs.
By focussing on innovation, trust, and a people-first approach, we aim to strengthen our footprint and drive meaningful growth in 2025.
Q. Could you talk about how AI is integrated into HMD’s smartphones to enhance the user experience?
AI-Enhanced Photography
• AI Scene Recognition: HMD smartphones use AI to detect different scenes (e.g., landscapes, food, portraits) and automatically adjust camera settings for the best shot.
• AI Portrait Mode: AI helps in creating depth-of-field effects, blurring the background while keeping the subject in sharp focus.
• Night Mode & Low-Light Enhancement: AI-driven image processing enhances photos taken in low-light conditions, reducing noise and improving clarity.
• AI Beautification & Filters: AI optimises selfies by adjusting skin tone, lighting, and sharpness for more natural-looking results.
2. AI-Optimised Performance
• Adaptive Battery Management: AI learns user behavior and optimizes battery usage by prioritising frequently used apps while restricting background activity for less-used ones.
• Smart Performance Optimisation: AI monitors device usage and optimizes CPU & RAM allocation to keep the phone fast and responsive.
3. AI-Powered Security & Privacy
• Face Unlock & AI Biometrics: AI-based facial recognition provides a secure and fast way to unlock the phone.
• AI Spam & Fraud Detection: Built-in AI helps in detecting and blocking spam calls and messages.
• AI-Powered Malware Protection: Integrated AI security features scan apps and files for potential threats.
4. AI in Communication & Accessibility
• Real-Time AI Translation & Voice Assistance: AI-driven speech recognition enables real-time translation, helping users communicate in different languages.
• AI Text Prediction & Smart Replies: AI enhances typing experience by predicting words and suggesting smart responses in messaging apps.
• Voice Enhancement for Calls: AI-based noise cancellation improves call clarity by filtering out background noise.
Q. Could you talk about the activities being done at Maha Kumbh 2025? Is the event a brand-building tool for HMD?
Maha Kumbh 2025 is not just an event, it is the largest human gathering in the world, and HMD is proud to be a part of this historic procession. Our involvement goes beyond brand visibility; it’s about serving the millions of pilgrims who come together for this sacred occasion.
We have collaborated with the government and local authorities to set up HMD Care Camps, offering a pioneering loaner phone program and important Maha Kumbh information though the Radioline podcast. Ensuring pilgrims stay connected with their loved ones throughout the event. These services reflect our core belie that is, technology should be democratised and accessible to all.
While our presence at Maha Kumbh strengthens our engagement with a diverse audience, this is not just a brand-building exercise—it’s a commitment to being a brand that supports people when it matters most. Through such initiatives, HMD continues to be more than just a smartphone provider; we are a brand that stands for trust, innovation, and care.
Q. What are the facets of the partnership with the Ministry of Tourism and the Uttar Pradesh government? Will HMD partner with various States to grow tourism?
India is home to rich heritage, diverse cultures, and breathtaking landscapes, making it one of the most sought-after travel destinations in the world. At HMD, we are proud to contribute to this vision by partnering with the Ministry of Tourism and the Uttar Pradesh government to enhance the travel experience for visitors.
As part of Maha Kumbh 2025, we have set up HMD Care Camps, offering a pioneering loaner phone programme and important Maha Kumbh information though the Radioline podcast. Ensuring pilgrims stay connected with their loved ones throughout the event. These services reflect our core belie that is, technology should be democratised and accessible to all.
Beyond Maha Kumbh, we are keen to collaborate with other states to promote India’s tourism potential. Whether it’s enabling better connectivity for travellers, supporting cultural events, or working with local authorities to enhance visitor experiences, HMD is dedicated to playing a meaningful role in showcasing India as a top global travel destination
Q. How will stars like Jimmy Shergill help cut through the clutter?
Jimmy Shergill continues to be the face of HMD’s mobile phone portfolio in India, following the remarkable success of the ‘Khoob Chalega’ campaign. His authentic persona and deep-rooted connect with Indian audiences perfectly align with HMD’s commitment to sustainable and innovative communication devices.
This renewed collaboration strengthens our outreach, ensuring that HMD’s message stands out in a highly competitive market. With his pan-India appeal, Shergill helps drive brand recall and trust, reinforcing why HMD phones remain the preferred choice for millions who seek dependable connectivity and ease of use.
Alongside this, we are also expanding our phone range with exciting new launches, including HMD Fusion, HMD Crest, and the upcoming Barbie flip phone, catering to a new generation of users who want style, performance, and innovation in one device.
With trusted ambassadors like Jimmy Shergill and a strong pipeline of innovative devices, HMD continues to connect with consumers in a meaningful way, ensuring our brand remains top of mind across generations.
Q. What role will major sports events like the IPL play in HMD’s marketing activities in 2025?
Major sports events like the IPL will be a key pillar of HMD’s marketing strategy in 2025. Last year, our partnership with Rajasthan Royals as their Official Smartphone Partner during the T20 season helped us connect with millions of cricket fans nationwide, reinforcing HMD as an innovation-driven brand.
Beyond cricket, our global collaboration with FC Barcelona has further strengthened our presence in the international sports landscape, aligning HMD with excellence, passion, and performance values that resonate with our brand.
In 2025, we are taking our sports partnerships to the next level with immersive campaigns, digital engagement, and real-time interactions, ensuring HMD stays at the heart of every big sporting moment.
Q. Last year HMD Global collaborated with the Shikhar Dhawan Foundation to enhance digital literacy among underprivileged students in the Delhi NCR region. What is the game plan to grow CSR initiatives, and what role will they play in the media mix?
At HMD, CSR is not a one-time initiative, it’s an ongoing commitment that deeply roots in the brand philosphy. Our collaboration with the Shikhar Dhawan Foundation to enhance digital literacy among underprivileged students in Delhi NCR was just the beginning. In 2025, we are expanding our reach beyond Delhi NCR, partnering with NGOs across India to make a larger social impact.
Our key focus areas remain sustainability, digital education, and empowering the girl child. Through these initiatives, we aim to bridge the digital divide, provide access to technology, and create real change in communities.
CSR is an integral part of our brand story, and we will continue to integrate it into our engagement strategy, ensuring it reaches the right audience through impactful storytelling.
Q. What is HMD’s social media strategy going to be in 2025 across platforms like Instagram, X, and Meta?
2025 is the year of community and conversations for Human Mobile Devices. Our focus this year is user generated content and creating meaningful conversations. As a brand, we are all about the human connect, sustainability and innovation.
And this is what our social media approach would be centred around. Our strategy this year will thrive on brand storytelling, engaging two-way communication through UGC and diversified product focused content.
Q. How will HMD approach B2B marketing in 2025?
1. AI-Driven Custom Solutions
HMD will leverage AI to offer customized enterprise solutions, such as:
• AI-powered device management for businesses
• Industry-specific software and security configurations
2. Security & Data Privacy as a Selling Point
Given the rise of cyber threats, HMD will emphasize:
• Zero-touch security models
• End-to-end encrypted communication for enterprise clients
3. Sustainability & Circular Economy
HMD’s focus on eco-friendly smartphones will be a key differentiator in B2B marketing:
• Offering long-lasting, repairable devices to reduce e-waste
• Promoting carbon-neutral supply chains
4. Expansion of HMD Enterprise Services
HMD will enhance its Enterprise Mobility Solutions:
• Offering bulk procurement & lifecycle management
• Providing remote device management & security monitoring
Expanding 5G business solutions
