HMD Debuts Campaign in India with Sanya Malhotra and Jimmy Shergill

HMD Global has unveiled its first brand campaign in India, in collaboration with AndAnd Brand Partners, spotlighting Bollywood actors Sanya Malhotra and Jimmy Shergill. The campaign promotes the newly launched HMD Crest 5G smartphone alongside the HMD 105 and HMD 110 feature phones.

Tathagat Jena, CMO & Online Sales Head of HMD India, emphasized the significance of the launch, stating, "Successfully introducing the HMD Crest 5G smartphones and the feature phones HMD 105 and HMD 110 marks our long-term commitment to the competitive Indian market. We are a young-at-heart, style-forward lifestyle brand aiming to resonate with India's trendy young consumers by focusing on user-friendly features rather than overwhelming tech jargon."

Rajesh Minocha from AndAnd Brand Partners elaborated on the campaign's approach: "Creating a brand presence goes beyond just translating a script to the screen. Our goal was to make a memorable first impression for HMD in a cluttered industry. The campaign highlights how the brand enhances human capabilities through technology without being overwhelming. We've developed an entire ecosystem of creative assets for this new brand, not just a single campaign for a product line."

Sanya Malhotra, recently appointed as HMD India's brand ambassador, features prominently in the campaign. She showcases the HMD Crest series' AI-enabled gesture control technology, which elevates the selfie experience by allowing users to capture hands-free selfies with ease. The video campaign captures Sanya dancing while effortlessly taking selfies, highlighting the phone's user-friendly features.

Meanwhile, Jimmy Shergill stars in a humorous campaign portraying his character, "Jimmy Bhaiya," interacting with his butler, Manohar. This parallel campaign showcases the easy-to-use features of the HMD 105 and 110, which include innovations like the "Phone Talker" feature and UPI-enabled digital payments via SMS and scan-and-pay options. These designs cater to India's growing digital-first audience by enhancing daily interactions and financial transactions.