TECNO Mobiles the smartphone brand from TRANSSION Holdings. Their new campaign #FINDTHENEWYOU aims to contribute the PM’s Covid-19 relief fund by engaging with its users across social media. Upholding the brand essence of “Expect More”, TECNO is committed to giving the masses access to latest technology at accessible prices, empowering and encouraging more consumers to embrace self-expression through their smartphones.
In an exclusive interaction with Medianews4u, Arijeet Talapatra, CEO, Transsion India spoke about the campaign and the vision for the Indian market from a macro perspective.
Edited Excerpts
Tell us about the campaign #FINDTHENEWYOU?
#FINDTHENEWYOU campaign, creatively connects, engages, entertains, and motivates its customers, employees and channel partners amid the nationwide lockdown to fight COVID-19 pandemic. The activities that have been rolled out as part of the TECNO #FindTheNewYoucampaign – Hack-sploring contest and TECNO RAKSHAKS (https://www.tecno-mobile.in/tecnorakshaks/) enable people to creatively utilize their time and break the monotony of work from home.
The Covid-19 pandemic has deprived us of our regular normal routine people are staying at home, trying to cope with this unprecedented situation. However it is important for us to abide by Government rules, and keep ourselves engaged in different ways. With the digital initiatives like #FindTheNewYou challenge, we have tried to encourage and motivate people and our employees with engaging options that will help them find their ‘New You’ by being creative and also breaking the monotony. At the same time, we, as responsible citizens of India, want to help the government in its fight against the pandemic. Hence, the idea behind launching the TECNO RAKSHAKS game with a slogan ‘Kheloge Tum, Jeetega India’ is to keep our consumers engaged, at the same time they will get a chance to contribute to the PM Cares fund in the fight against COVID-19.
What are Tecno’s mission and vision for the Indian Market?
As a brand, we have a sharp focus on the Indian market from a long term perspective, and Tecno India is committed to growing with the market. With the brand’s essence of Expect More, TECNO is committed to giving the masses access to the latest technology at accessible prices, allowing consumers to reach beyond their current limitations and uncover a whole new world of possibilities. With the goal of empowering and encouraging more consumers to embrace self-expression through our smartphones, we are looking further to strengthen our presence across India in the near future.
Stepping into 2020, TECNO’s focus has been on ‘India First’ approach to disrupting the entry-level and mid-budget Smartphone markets with products customized to cater to the Indian sensibilities in a better way and to meet the needs of the citizens of a new Bharat.
What was the objective behind launching TECNO RAKSHAKS? How will the company contribute funds to the PM Care fund in times of a crisis when companies are laying off employees to reduce costs.
As a responsible brand, our priority and focus is to use our competence and know-how to find ways and means to engage & support our people, users and the government.‘TECNO RAKSHAKS’ is a WAP-based game that enables people to play and raise funds for the PM Cares fund, collated to fight COVID-19. For every ten points scored by players, TECNO will contribute Re1 on their behalf towards the PM Cares Fund.
The idea behind launching TECNO RAKSHAKS is to keep our consumers engaged, all in the meanwhile, getting an opportunity to contribute to the PM Cares Fund in the Covid-19 combat. The slogan of the game is ‘Kheloge Tum, Jeetega India’.
What are your core TG and Media mix for the campaign?
#Hacksploring is a video-led campaign that has a series of photography hacks, which can be easily tried using household props such as a grater, lace drape, or a bottle at home. The creative yet educational video campaign has already received a strong social response by reaching 108 million users across its entire network, garnering more than 50 million views and upwards of 650+ participants from a 3-week campaign.
The campaign was leveraged on all key social platforms – YouTube, Facebook, Instagram, and even Helo considering the brand’s focus on the regional audience.
Apart from contributing to the PM Care fund what is Tecno doing to keep up and boost the morale of the employees while WFH?
Due to the lockdown, people are at home with a lot of free time on hand. They are on a constant lookout for new avenues of entertainment. There is also a desire to contribute to the fight against Covid-19 in all possible ways. Smartphone usage is at an all-time high and people are spending more time on it. As a brand, Tecno India has taken a multi-channel approach to keep up and boost the morale of the employees while working from home, at the same time become a solid support mechanism to support the efforts of the government of India as well. Some of these initiatives include:
Keeping our employees’ health and safety in mind, we, as a united entity, have pledged to Stay at Home and do our bit to control the spread of the virus. We have engaged our employees with #FindTheNewYou internal contest& get to know more about your colleagues in this lockdown period
TECNO has also initiated multiple partnerships to provide ration kits to people of the low-income communities affected by the outbreak of coronavirus. Through its alliance with Zomato Feeding India and 100+ channel partners, TECNO is distributing ration kits to support more than 60,000 people across India.
The company also collaborated with key government institutions in the National Capital Region like Yatharth Hospital & Noida police to supply masks and thermometers to healthcare and administrative workers who are at the frontline, helping India combat the pandemic.
Which are the various strategic alliances and partnerships Tecno has signed up to boost the campaign Tecno Rakshaks?
TECNO RAKSHAKS will be promoted extensively through Social Media Influencers, Whatsapp, Display Ads, and Social Campaigns.
We are engaging with a diverse set of social media influencers on the top video sharing platforms – TikTok and Likee. In addition to these, we are also engaging with select lifestyle and fitness influencers on platforms like Instagram. We plan to reach around 15 Million users through the influencers across platforms. We are also promoting the game across Tecno’s Social Media Handles – Facebook, Instagram, Twitter, TikTok, and Helo.
