Wynn Telecom: Winning ambitions

Wynn Telecom, a new entrant in the mobile handset market, has unveiled its launch campaign, “Win it all”, with Bollywood actors Saif Ali Khan and Bipasha Basu. It wants to be amongst the top three Indian mobile handset brands by March 2011. Wynn Telecom Marketing Head Naved Chaudhary claims that the company has sold 100,000 units in the first 40 days of the launch. Its price ranges from Rs 1,400 to Rs 4,200.

“It’s about style and substance. In a country where more than a billion handsets are sold in a year, what works is brand awareness. To attract the young, we launched the brand in Mumbai with Khan, and, a month later, we got Basu on board when we launched in Delhi,” says he.

While one TVC focuses on the long-lasting battery of models Y20 and Y30, the other describes the features of Y50, the social-networking handset. The brief to Wynn Telecom’s creative agency, Denstu, says Chaudhary, “was to build brand awareness among the young mass, as it’s they who have the final say when it comes to buying a mobile handset in an Indian family.”

The TVC for the dual SIM and long-battery life opens with Khan and Basu on treadmills. Khan sweats but shows no sign of tiredness. Voiceover: “Two shifts! It doesn’t stop functioning after doing even four shifts.” Basu says, “You just need to charge it once, and that’s all” in the next shot while increasing the speed of the treadmill. They are shown on the screens of Wynncom mobiles: Khan on Y30 and Basu on Y20, while the voiceover explains the features: “Wynncom introduces dual-SIM and long-lasting battery phones with 30 days standby.” The film ends with the tag line: Win it all.

Homegrown mobile handset manufacturers such as Micromax, Spice, Karbonn and Lava have got 14 per cent market share, according to Voice & Data’s annual telecom survey. Will Wynncom be able to differentiate itself when there are around 50 Indian brands available? Says Chaudhary, “While the mobile handset penetration is 50 per cent in urban areas, it’s less than 40 per cent in rural India. We have 450-plus distributors and 300-plus service points which are on par with other Indian brands. However, with a 400-plus sales team, the largest among the Indian handset manufacturers, we will be able to make the difference.”

The TVCs, which started in the first week of July, will run till the end of August. The TVCs have been directed by Soham Shah, who has done a couple of Bollywood films, and produced by MAD Films. “Besides Hindi general entertainment channels and news channels, these will be broadcast on regional channels like Sun TV and other south-Indian regional channels. We have got 300 spots per day on air,” adds Chaudhary.