Situation

India is the 3rd largest $400+ smartphone market in the world, boasting a staggering growth rate of 60-70% YoY. In this context, Google Pixel faced minimal adoption, with unaided awareness lagging at 6% and a market share of mere 1%.

Brief

In the heavyweight arena of premium smartphones dominated by giants like Apple and Samsung, Pixel stands as the resilient underdog. With limited budgets, the brief was to build awareness and consideration for brand Pixel.

Our Big Challenge

In a market where 19 out of 20 people fail to remember Pixel as a premium brand, and a category where use of celebrity is so ubiquitous that misattribution is expected, how do we harness the influence of Bollywood without using a Bollywood superstar to build awareness and consideration for Pixel.

Objective

Primary - Increase unaided awareness by +2pp (6->8%)

Secondary – Land Product differentiation on camera and AI

1. Mr. India and Jugal break into a mansion to retrieve a new magical gadget. As it’s revealed – we hear the Pixel 8’s magical features. The discovery leaves them both astonished and the viewers... intrigued.

2. Roopchand spots Mr. India inside a theatre and starts badgering him for selfies for his wife is a huge fan. Mr. India gets back at Roopchand - erasing himself out from the selfies using Magic Eraser - leaving Roopchand confused and his wife unimpressed.

3. When a prospective tenant couldn’t see the sea from promised sea-facing room - Mr. India goes to great lengths to show her just that using Super Res Zoom on the Pixel 8.

4.After paying homage to Mogambo, Mr. India asks for a picture to the villains around. But they do what they do best - frown. Thankfully, Best Take makes getting a perfect picture a piece of cake.

Over 17 Mn+ earned media impressions (55% more than last campaign)

Over 113k earned social conversations (4.2x more than last campaign)

5.5x increase in press coverage

We saw a 12% lift in brand awareness