Smartphone brand iQOO has launched a self-aware brand film called “What’s In A Name.” The film, created by Dentsu Creative India, stars Vijay Deverakonda and Janhvi Kapoor and addresses the brand’s problem of people mispronouncing its name.
The film showcases behind-the-scenes moments of the actors struggling to pronounce the brand’s name, highlighting that while others may get the brand’s name wrong, they get user satisfaction right. The campaign was created in response to a contest run by iQOO on social media where users were asked to share how they pronounce the brand’s name. Most of them mispronounced it.
Speaking about the film, Nipun Marya, CEO, iQOO India, said, “We are excited to launch this brand pronunciation awareness film with the hope that we will build a stronger relationship and instill confidence in our consumers who are at the heart of our business. Through this, we intend to create a sense of community and cheerfulness around this common conundrum and hope that our customers will be able to proudly speak about our products and services with their family and friends.”
Speaking about the film, Ashit Chakravarty, Managing Partner, said, “It is rare for a brand to be honest and bold about how its name is frequently mispronounced. Kudos to the entire IQOO team for being bold and turning what is a unique problem into an opportunity. The idea for us was to always stay true to the story that we are India’s no. 1 smartphone brand in terms of user satisfaction, but people just don’t seem to get our name right”.
Speaking about the film, Shray Chawla, Senior Creative Director (Copy), Dentsu Creative India said, “It’s funny how an internal joke can become a “self-troll” campaign if the brand is bold enough to make fun of itself. I think we found the perfect pairing in Vijay and Janhvi to bring iQOO’s story alive on screen. The story of being India’s no. 1 smartphone brand in terms of user satisfaction that often gets mispronounced as IQ, EQ, ikku, IQ-zero-zero, eye-kyun and what not. We realised that everyone has a unique way of saying iQOO and for us a brand this is not really a big problem if we can joke about it”.
