Mumbai: INQ Mobile, the wholly owned subsidiary of Hutchison Whampoa, has announced the launch of its first ever advertising campaign for India, showcasing its vision of proper Internet Communications for the ‘Facebook Generation’.
INQ entered the Indian market on March 2010 with its social networking phones, INQ Chat 3G and INQ Mini 3G – its latest phones built with the internet at its core. Beginning on 4 June 2010, the campaign aims to convey the attitude and personality of the INQ brand and a generation who have grown up with the internet always in their lives.
The multimedia campaign covers print, TV, radio across four of the largest Indian metros and also spans a breadth of digital activities including online, search and social networking sites. The campaign will also carry straplines which underline INQ’s award-winning features and INQ’s credibility as the true home of always connected communications devices.
The advertisements will be aired across all news and entertainment channels and will be supplemented by outdoor media. Designed and conceptualized jointly by INQ and EURO RSCG, this campaign breaks the mould for handset advertising in India.
INQ marketing director and co-founder, Jeff Taylor, said, “INQ was created for the new generation all over the world who live online 24×7 and are driving a social revolution. Our first Indian campaign, headlined as ‘INQUILAB’, is about that generation and executed in a style very natural to us. We shot the campaign in conjunction with some of India’s most talented photographers, directors and models, and are thrilled with the results. Our handsets deliver super fast 3G access with the simplest, most useful social networking tools in the market.”
Speaking about the new campaign, Satbir Singh , Chief Creative Officer , Euro RSCG said, “The Strategic Intent or the campaign was to sharply define a space in a category which has seen multiple launches recently. The INQ campaign aims to establish a brand which is born in today’s world of social revolution. No one till date has looked at the mobile phones along the vectors of fashion and social revolution. INQ talks a new, refreshing language of friendship, bonding and sharing. The creative idea of ‘INQUILAB’ is an exciting cocktail of this social revolution and fashion, which is so integral to the brand. The advertising talks about INQ as the newest instrument of change!”
Currently, INQ Mobile handsets can be purchased in seven major cities at over a 1000 retail points.