Mivi has stepped into the 5G smartphone category with the launch of the One 5G, backed by a campaign created by The Womb. Titled ‘No Debate. Just Mivi One’, the campaign is built on a simple idea: people with very different preferences can still agree on certain things they want in a smartphone. The launch marks Mivi’s move beyond audio products, with a wider smartphone portfolio planned, including an indigenously engineered phone in the coming year.
Viswanadh Kandula, co-founder, Mivi, said the brand’s first decade was about proving that an Indian company could design, build and manufacture consumer technology for discerning Indian consumers, and smartphones are the natural next step. The goal, he said, is to build similar end-to-end capabilities in-house for smartphones.
On the campaign, Kandula added that everybody has a different opinion on what a phone should be, but a phone that looks great and performs like it means it is something everyone can agree on. Rohit Sharma, senior creative partner, The Womb, said the film is rooted in a simple human truth: everyone believes their taste is the best, yet once in a while something comes along that everyone agrees on. Mivi One with Snapdragon at this price, he said, is exactly that.
The campaign comprises two films that introduce the Mivi One 5G and its positioning in the smartphone category. The Womb has previously worked with brands including Britannia, Mahindra SUVs, Vini Cosmetics, Astral and Tata Consumer Products.
