HMD has unveiled its new brand campaign “Issa Vibe”, fronted by actor and HMD brand ambassador Sanya Malhotra, to launch the HMD Vibe 5G in India. The campaign is designed to resonate with India’s youth, emphasizing individuality, creativity, and self-expression over traditional technical specifications.

At the core of the campaign is the message “Claim Your Vibe”, celebrating confidence, originality, and authenticity – qualities that strongly appeal to Gen Z and young millennials. The brand film features Sanya in a dynamic, youth-focused narrative, showcasing how the device integrates seamlessly into everyday life, empowering users to express themselves while enjoying a smooth 5G experience.

Ravi Kunwar, CEO & Vice President, India & APAC, HMD, said, “In a market that often focuses solely on specs, we are making it about the experience. The Vibe 5G, along with Sanya’s association, marks a milestone in our journey. From sub-₹10,000 to higher mid-range devices, we now combine lifestyle, AI-driven utility, and digital wellbeing to win young Indian consumers.”

Sanya Malhotra added, “Claiming your vibe is about embracing who you are with confidence. The Vibe 5G is more than a phone; it’s a partner in expressing creativity every day, delivering performance, style, and essential features in a budget-friendly design.”

Conceptualized by And And Brand Partners, the integrated marketing campaign spans TV, print, digital, social media, and retail POS activations, aligning with cultural moments like Music Day and Social Media Day. Every element reinforces the youthful energy and self-assurance at the heart of “Issa Vibe.”