Smartphone brand Itel has launched a brand campaign showcasing values and aspirations of the country. The brand film is a tale of a father and his son and their dreams. The son aspires to watch a cricket match in the stadium with his father, but realises that he must first work for it by getting the top rank once again in school. Though the cost of the tickets seems daunting, the father is ready to take on that overtime at work and even delay repairing the television to fulfil his son’s dream.
The film, conceptualised and executed by Havas Worldwide India, shines a spotlight on the son who excels in his exams and earns his reward. But he realises that the money given by his father can buy only one ticket. Instead of watching the match alone, he returns home to surprise his parents and buys his father a smartphone. He chooses to watch the match with his parents on the phone.
Arijeet Talapatra, CEO, itel (Transsion) India, said, “We believe that in today’s digital age, the smartphone has become the new TV. For many in the country, it serves as the gateway to information, entertainment, and connection, and for many, the gateway to the Cricket World Cup this season. Just like food, clothing, and shelter, the smartphone has also become a fundamental necessity in our lives. Like we see in the digital film, watching the World Cup is an activity that brings all the generations of the country together. Thus, in the spirit of #JodeBharatKaHarDilitel, we aim to democratise watching the World Cup by placing an itel phone in as many hands as possible. itel is here to serve the aspirations of Gen Z, providing them with endless opportunities and connections.”
Anupama Ramaswamy, Chief Creative Officer, Havas Worldwide India, said, “Indians love two things – cricket and family. And they are happiest when they can bring the two together. This was the inspiration that went into creating this heartwarming story. A story that touched upon small town India’s many realities – parents’ pride and belief in their children’s abilities, a father’s love for his son that pushes him to take on every challenge, the fact that life can be tough sometimes but when loved ones come together anything is achievable. And at every step of the way, itel is there to help these bonds grow stronger. We wanted this story to help itel become more than yet another mobile phone brand. We wanted itel to be seen as a companion that truly celebrates the coming together of people and their passions.”
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