Gionee is amongst the top three mobile handset manufacturers in China and one of the prime suppliers of handsets to Indian firms. Gionee was looking to launch in India under its own brand name and seek to establish itself as a premium, international brand with a range of smart and feature phones across price points. Given the negative perceptions associated with a Chinese brand in terms of quality and service, the challenge was tremendous and envisaged a complete strategic and creative approach.

Client Brief

A campaign that helps build brand imagery, perception and equity for the flagship ELIFE series from Gionee.

Target Audience

Smart phone seeking youth looking for better value for money without a compromise on badge-value

Agency Recommendation

An advertising campaign that does not go down the route of promoting the hardware/software of the phone, but positions the phone in the lifestyle zone, leveraging cues of premiumness, class and a way of life.

Strategic Intent

Bring sophistication in the picture of lifestyle


Campaign Idea



Primarily print



The ELIFE series has become one of the fastest selling brands in the target markets and has helped Gionee establish itself as a trustworthy smart phone and feature phone player.