vivo enunciates its brand purpose in its latest campaign

Conceptualised by FCB India, the film is a montage that revolves around three stories.

vivo, the trusted global smartphone brand, today released a new brand film that builds on the idea behind vivo’s Brand Purpose - ‘Live the Joy’. The campaign establishes the commitment of the brand to its purpose.

The two-and-a-half-minute video talks about how vivo helps us connect with the ones we love and enables expression of this love through its simplified technology. Thus facilitating the apparently elusive value that we all need in our lives - ‘Joy’. With an aim to connect with consumers across India, the film will be promoted across all digital platforms like YouTube, Facebook, and Twitter. 

Conceptualised by FCB India and brought to life by award-winning director Neeraj Ghaywan, the film is a montage that revolves around three stories. Even in their seemingly successful lives and high-flying careers, the protagonists find that ultimately, joy is in connecting with their families and loved ones. vivo's role is instrumental in bringing forth the moment of truth for our protagonists and thus helping them choose joy. The film explores this concept and highlights vivo's narrative by touching on the emotional nuances of life, reinforcing vivo's commitment to enhancing joy in lives through its innovative technology.

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 ‘Bring joy to all Indians through superior technology and simplified 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 film, vivo aims to help people understand that they need not look too far to look for happiness while they can find it with those whom they love.