vivo's new brand campaign celebrates meaningful connections

Underlining its new brand purpose with 'Live The Joy', vivo's new campaign reminds the audience that you can always find joy in connecting with the people you love the most.

vivo, a global smartphone brand, has released a new brand film that elaborates its brand purpose - ‘Live the Joy.’ The brand film builds on vivo's purpose - to create joy by connecting people with those who mean most to them - families.

Through this campaign, the brand highlights how technology brings people closer together and reminds them that joy transcends our material means. It portrays the beauty of bonding with loved ones and cherishing little, precious moments together.

The idea behind the new campaign is that joy is not restricted to the peaks of success, achievement, and recognition, it can be found in connecting with our loved ones.

Conceptualized by FCB India and brought to life by director Neeraj Ghaywan, the film is a montage that revolves around three stories. It shows important milestones of one’s career. One protagonist is moving abroad, one is burning the midnight oil and one has a disagreement with her teenage daughter. Between all these differences, the protagonists turn to technology to connect with their family and loved ones. It further reminds them to celebrate the moments of connection that bring them joy.

Also Read: vivo onboards Interbrand to redefine brand strategy and positioning 

To connect with consumers nationwide, the film will be promoted on various digital platforms like YouTube, Facebook, and Twitter.

Speaking on the DVC launch, Geetaj Channana, Head, Corporate Strategy, vivo India, said, “As a brand whose every action starts from ‘Why’, the ‘Why’ for vivo is our purpose. Our purpose is to ‘Create joy for consumers by connecting them with the ones they love and helping them express this love through simplified technology and experiences’. Being creators of ubiquitous technology, we believe that it is our responsibility to help nudge people towards finding this joy and through this campaign, we hope to inspire people to invest more time with their families and cherish those precious moments in life.”

Swati Bhattacharya, Creative Chairperson, FCB India said, “Success has become a metric for joy these days. As a society we have started believing that happiness can be bought with money, achieved by hustling, but is that really so? ‘Where joy lives’ is a gentle nudge to those of us who are consumed by our ambition, to take a pause, and try looking for joy closer home because more often than not, that’s where we’ll end up finding it.”

Through this campaign ‘Live the Joy’, vivo aims to help people understand that they need not look too far for joy as they can find it with those they love.