Play
Services
Industry
Consumer Electronics
The Objective
To drive mass awareness and high-impact engagement for the launch of the Realme Narzo 50, a performance-driven smartphone priced under ₹15K, positioned strategically in the cluttered sub-20K segment. The campaign had to break through the noise with over 20+ smartphone launches in 2021.
Strategy & Execution
AwarenessThe hero idea was to launch a rap music video featuring trending artists Arivu and Raga, tapping into Gen Z’s affinity for subcultures, regional diversity, and digital-native content. This helped the campaign cut across vernacular boundaries and build wide appeal.
EngagementThe launch was followed by a #BeatThatChallenge initiated by the artists—an open call for fans to respond with their own rap verses and dance moves. Influencers were roped in to amplify reach, stir conversation, and fuel participation.
Consideration & ConversionRetargeting was deployed to drive product consideration, with sharp, feature-led creatives across Facebook, Instagram, YouTube, and Google Ad Network. Traffic was directed to the Realme Narzo 50 product page on Amazon, nudging interested users toward purchase.
