itel, India’s second largest handset player, has unveiled its all new brand campaign – #FullHaiWonderful across the country. This brand campaign complements itel’s full-view screen (18:9 display) smartphones – itel S42 & itel A44 which were launched last month in India.
This campaign has narrative based on the key Indian consumer insight of full being the benchmark for satisfaction, joy and delight, delivering the maximum value and experience, the campaign addresses the larger Indian family audience. Highlighting different contextual instances, the campaign aptly conveys a powerful message around delivering “full value”, “fuller experience”, and the “fullest satisfaction” associated with the experience of owning an itel smartphone. The TV Commercial captures this through multiple renditions with the refrain of “full is wonderful” throughout the film.
The TV Commercial has gone on air on 3rd April 2018 for a period of 6-8 weeks and is spread across 37 TV channels supported by heavy digital, cinema, and print campaign.
“The Indian consumer is a quintessential pragmatic value seeker, and a good deal is about getting the maximum value against spends, thereby adding to enhanced sense of satisfaction and an augmented consumer experience. The promise behind the new portfolio of devices is exactly that, offering consumers the max-value-at-best-price in the most entertaining yet pertinent way. itel has rapidly gained consumer confidence and mindshare on the back of its consistent consumer centric approach, we believe with this new launch we will definitely inch closer to their hearts. Our campaign and the TV Commercial aptly captures the Indian social and cultural milieu in a subtle and endearing fashion”, Mr. Arijeet Talapatra, Senior Vice President – National Head, Sales, Distribution & Retail, TRANSSION India said, commenting on the launch.