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Can Vivo beat lockdown blues as campaigns against Chinese brands intensify?

As campaigns against Chinese brands intensify and the virus keeps people indoors, Vivo plays it slow with a digital-first launch plan

Topics
Vivo | Xiaomi | Coronavirus

T E Narasimhan  |  Chennai 



With Aamir Khan as ambassador, the brand hopes to appeal to a wide demographic of users and amplify the message around the phone's new features and tech capabilities
With Aamir Khan as ambassador, the brand hopes to appeal to a wide demographic of users and amplify the message around the phone's new features and tech capabilities

In the ordinary scheme of things, the launch of V19, the newly minted model from would have been a noisy affair. In the past, its launches have usually been timed alongside the annual cricketing carnival, with flashy and long drawn campaigns. But nothing about 2020 has been ordinary and Vivo, having decided to push the V19 launch by a few weeks, has kept the buzz down with a digital-first campaign, flipping its media strategy to bring out television commercials a few weeks after the official launch and building up expectations slowly.

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First Published: Mon, June 15 2020. 21:37 IST

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