POCO India re-invents brand identity in new campaign

POCO India in its new campaign 'Made of Mad', focuses on giving a quirky feel to the brand story, apart from highlighting its ideology.

POCO India launched its new brand identity ‘Made of Mad’, in a campaign created by DDB Mudra. This series of films featured the new mascot, conveying the brand story through unconventional visuals. To break through the clutter and appeal to the psyche of millennials and Gen Z, the key was to use unconventional visuals and storytelling devices that could leave a lasting impact in a world of high voltage celebrity endorsements.

Talking about the new brand identity, Raghav Chitra, Marketing Lead, POCO India said, "‘Made of Mad’ is a creative rendition of what our fans and consumers can expect from a brand that imbibes a very unique, compelling philosophy behind its products. It is also a representation of our consumers who are driven by the spirit of mad: independent, ambitious, eccentric, and irreverent in their pursuit of perfection. Through this initiative, we want to build a belief system that enhances the overall POCO experience that our users find relevant.”

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Speaking on the campaign, Vishnu Srivastav, Creative Director, DDB Mudra Group said, “The effort was to differentiate POCO clearly in the minds of the youth. Somewhere along the way, we heard from consumers that POCO must be mad to give such features at such a price. So, we wanted to celebrate this mad spirit in our own way with work that’s both eccentric and entertaining.”

The #MadeForMad campaign is live on social media.