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Lava partners with Gautam Gambhir to launch its latest thunder: Blaze X

“The films with a gripping storyline features Gautam Gambhir in a crazy avatar for his fans”

10th July, New Delhi, India – 2024: Lava International Ltd., a leading Indian mobile handset and technology solutions company, releases a digital film starring celebrated cricket superstar Gautam Gambhir for the launch of its new smartphone Blaze X. The film conceptualised and created by 82.5, an Ogilvy Company is laced with humour creating excitement amongst the audiences for the new phone designed and manufactured in India. The campaign #BlazekaCraze aims to celebrate and connect with the fans of Lava Blaze, a series featuring prominent hits like Lava Blaze Curve, Lava Blaze Pro 5G, Lava Blaze 2 5G and Blaze 5G.

The campaign introduces Lava Blaze X, a disruptive new model that offers numerous high-end features at a very affordable price point. The campaign leverages this value proposition and takes a creative leap where people- feeling betrayed by their currently owned phones when compared to Blaze X resort to violently breaking them.

 

Gautam Gambhir comes across as a very apt choice for the campaign as he is known for his aggressive demeanor and an upfront on field persona. It perfectly symbolizes what Blaze X stands for – the undisputed champion of its segment.

 

The film unfolds in two parts – the first segment introduces Gambhir in an unusual temperament creating inquisitiveness amongst the viewers. The second segment reveals the features of the new Lava Blaze X which is brand’s latest offering to the Blaze fans.

Links to the film:

Commenting on the launch, Mr. Puravansh Maitreya, Marketing Head, Lava International Ltd., said "The thought behind the campaign 'Blaze ka Craze' was to connect with the young audience of Blaze series and introduce a product that is powerful, great looking and a true value for money. The film rightly captures the excitement amongst the fans for the new Blaze X. I am grateful to Gautam for his support to Lava and the fans of Blaze series.”

Commenting on the campaign Chandana Agarwal, President - North & East, said, 'Lava is all set to change expectations from a phone, Blaze X is a perfect demonstration of this ambition, Gautam Gambhir, an epitome of discipline and prescriptive behavior is used bring alive the impact of this craze."

 

82.5 communication, Chief Creative Officer, Anuraag Khandelwal had this to say, " It was a perfect collaboratives effort between the client and us to create something clutter breaking for a fantastic product like the Lava Blaze X. We wanted to do something that'll create conversations and buzz on social, so we went crazy, the passionate people at Lava backed it and Blaze ka Craze cha Gaya!"

 


82.5 Communications Creds


Agency

  • Kiran Ramamurthy - Chief Executive Officer
  • Anuraag Khandelwal – Chief Creative Officer
  • Chandana Agarwal – President North & East

 

Creative Team

  • Preeta Mathur – Executive Creative Director
  • Hemant Vashista – Creative Director
  • Siddharth Kutty - Creative Controller
  • Mansi Choksi - Associate Creative Director

 

Production House: Roger That

  • Director: Venky Puthran
  • DOP: Anurag Solanki

Blaze X, the latest addition to the Blaze series is poised to redefine the 5G smartphone market, offering unmatched performance and features in the sub-15K segment. By combining state-of-the-art technology with affordability, Lava is not only meeting but exceeding consumer expectations. As the brand celebrates over 15 years of excellence in the Indian market, the Blaze X stands as a testament to Lava’s mission to provide accessible, high-quality smartphones to all. The collaboration with Gautam Gambhir and the engaging campaign film underscore Lava’s commitment to making advanced technology enjoyable and within reach for everyone.

The film will be promoted across digital platforms including YouTube, Facebook, and Twitter.

About Lava International Limited 

 

#ProudlyIndian l Made in India, Made for India

 

Lava International Limited, headquartered in Noida, Uttar Pradesh, is a leading Indian mobile handset and technology solutions company, founded in 2009. With a presence in 26 countries globally, LAVA envisions to empower consumers with world class ‘Made-in India’ technology products. The company's manufacturing facility based in Noida is equipped to produce 42.52 million handsets per annum. LAVA’s commitment to innovation is reflected in its two state-of-the-art research and development centres, housing dedicated teams in software and hardware design. The company's extensive nationwide presence is facilitated by a robust retail network of 1.65 Lakh retailers, directly served by over 800+ distributors, and supported by a vast after-sales service network of 700+ professionally managed service centres.

 

Beyond smartphones, Lava is expanding its product portfolio to include smartwatches, neckbands, Probuds, and an extended True Wireless Stereo (TWS) segment. Lava has been recognised as the Fastest Growing Smartphone Brand 2023 in the 10k - 20k segment as per the recent Counterpoint data.

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