New Delhi: The Apple Authorized National Distributors in India Ingram Micro India Pvt. Ltd. and Redington India launched a mass media campaign for their portal www.indiaistore.com to promote iPhone 11 and iPhone SE. The site is owned & managed by Ingram Micro and Redington India Limited for Apple products in India. The website also hosts all the affordability offers curated by these National Distributors that helps bring the products closer to its audience. The campaign has been conceptualized & created by Leo Burnett India.
In India as popular as iPhones are, there is also a gap with the consumer because of the perceived pricing parity of the products. The iPhone Switcher campaign aims to educate consumers about the various features of the iPhone and help them make an informed choice for their next purchase.
The 3 film campaign’ takes a humourus route to highlight the strengths of the phone from the ability to click pictures using its dual camera with night mode, to having the toughest glass in a smartphone, along with water resistance and stunning new finishes making it one of the most durable options, at the same time its competitive pricing making it affordable and value and long life for the iPhone SE.
Each of the films depict a situation when one is about to use their phone – without actually realising what phone they have and going into a moment of introspection whether the phone will actually be good enough for the task at hand. However once they see that it’s an iPhone, there’s no wondering, because well, it’s an iPhone.
Speaking about the campaign Rajdeepak Das, Chief Creative Officer, South Asia and Managing Director – India Leo Burnett said “Buying a new phone is always big decision. With ample of options and choices from features to price range, there’s so much to think about. We wanted to take a lighter and humorous take on this complex decision and tell people it really is very simple. Just go for an iPhone. There’s no need to settle for good enough. It’s got everything you need. It’s an iPhone.”
Links to campaign