Campaign logic: Moving beyond functional benefits

With a new campaign, smartphone maker Gionee is looking to usurp the entire selfie platform

Brand: Gionee

Budget: Rs 200 crore

Agency: Mullen Lintas

For Gionee, it all boils down to a robust battery and an indulgent selfie. The smartphone maker wants to own an entire proposition around the theme of selfies. No wonder, it has come up with the concept of the land of “Selfiestan”.

In its new campaign featuring brand ambassador Alia Bhatt, the actor in a selfie song is seen crooning and posing with family and friends as she transforms taking selfie into an art and the ultimate form of indulgence for an energetic on-the-go people.

Arvind R Vohra, chief