realme unveils new tagline: 'Dare to Leap'

The tagline is part of the brand's overall rebranding exercise and replaces the previous 'Proud to be young' line.

Chinese smartphone brand realme just unveiled the brand's new tagline - 'Dare to Leap'. The change is charged by the brand's focused demographic - the younger generation - and will replace the brand's previous tagline of 'Proud to be young'.

The new realme tagline

The brand's CEO Madhav Sheth dropped a clue about the change during our interview with him earlier this month. Describing the ideal realme user, Sheth mentioned that they are young office-goers, college students, 15-30 olds who are ready to 'take a leap' from the conventional to the unconventional. They are the ones who would dump brand trust and are willing to give realme a try.

Madhav Sheth

The brand started operations in the second quarter of 2018 and entered the top five brands in Q4 the same year, reaching more than four million users in India.

Commenting on the development, Sheth says, "Dare to leap is the unifying attribute of the young generation across different eras. They grow and constantly surpass themselves, break limits and refresh the rules, and they create while constantly pushing the times forward. As a company propelled by youngsters, we not only uniquely understand our target market but also share the same attitudes. India is one of the most dynamic and youngest markets in the world and under our 'India-First' strategy, realme believes that Indian consumers have the right attitude to change the world and the brand is proud to grow side-by-side with its young fans."

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With the new tagline, the realme team claims that the brand is pushing towards a 'leap-forward' experience across its product quality and after-sale services, to take a leap beyond the set parameters around the younger generation and grow into an industry disruptor. With the current presence in over 8000 stores across India, the brand has over 283 service centres and will open 25 exclusive service centres by the end of this year. Consumers can also enjoy the "Call me" service with a free courier and device pick-up option.