The launch of Huawei’s new Honor 6X smartphone represented a significant challenge: Chinese smartphone brands were investing heavily in India, not to mention all the other premium international brands. Consumer perceptions are that Chinese products are cheap with many players dumping sub quality products in India.

The scale of the challenge was increased by the need to drive the campaign solely through PR and digital across the entire country, with the absence of above-the-line advertising to create visibility.

At a very competitive price point the Honor 6x was one of the only products at this price to offer a dual lens camera.

Using Instagram as the core social media platform, we invited visual story submissions from consumers across the country as part of a competition to win a free Huawei Honor 6x smartphone. The week-long contest culminated in a special bumper day final competition. From the 729 submissions received we selected one winner in each of the 25 states across the country to receive a free Huawei Honor 6X smartphone and use it to become a visual storyteller on behalf of Huawei.

We then challenged these young photographers to use their Honor 6X to create a showcase of unique, previously untold visual stories of unseen India, taking one photograph every day for 25 days. The images captured were incredible.

A microsite was launched to showcase the images and