Sanya Malhotra and Jimmy Shergill Bring HMD’s Vision to Life in India

HMD (Human Mobile Devices) has officially entered the Indian market with a splash, revealing its first-ever brand campaign that features Bollywood stars Sanya Malhotra and Jimmy Shergill. In collaboration with AndAnd Brand Partners, a leading advertising agency, HMD’s debut introduces an exciting lineup of products designed to captivate the tech-savvy Indian audience. The campaign, showcased across digital platforms and television, marks a significant milestone in establishing HMD as a formidable player in one of the world’s most competitive smartphone markets.

Tathagat Jena, Chief Marketing Officer and Head of Online Sales for HMD India, shared the brand’s vision for the Indian market: “Successfully launching our first products, the HMD Crest 5G smartphones, along with the feature phones HMD 105 and HMD 110, marks our intent to dig deep for the long haul in the competitive Indian market. We are a young-at-heart, style-forward lifestyle brand that hopes to connect with the trendy young consumers of India by breaking the mould of ‘over-the-top tech talk’ and letting consumers enjoy our brand speak at all times.”

The launch of the HMD Crest smartphone, alongside the HMD 105 and 110 feature phones, is a testament to the brand’s commitment to providing user-friendly technology that addresses the real needs of Indian consumers. The Crest series, featuring best-in-class 50MP gesture selfies, clearly indicates HMD’s focus on blending innovation with practicality.

The advertising campaign, managed by AndAnd Brand Partners, was designed to make a lasting impression in a market saturated with technology brands. Rajesh Minocha, a key figure at AndAnd Brand Partners, emphasized the challenge and significance of this campaign: “To bring a brand to life is way bigger than bringing a script to the screen. The task cut out for us was to create a great first impression for brand HMD. It comes in with its own values in an immensely cluttered industry. The campaigns and launches reflect how the brand enhances human capabilities through tech, without becoming overwhelming. So, it is not one campaign on a specific product line; what we have put together is an entire ecosystem of creative assets for a new brand.”

Sanya Malhotra, the newly appointed brand ambassador for HMD India, is at the forefront of this campaign, showcasing the HMD Crest series. Known for her vibrant personality and relatable charm, Sanya effortlessly brings the brand to life in the campaign. The video features her taking hands-free selfies while performing breezy dance steps, thanks to the AI-enabled gesture control technology in the HMD Crest smartphones. This feature elevates the selfie experience and aligns with the brand’s goal of humanizing technology.

In a parallel storyline, the charismatic Jimmy Shergill takes on a humorous role as “Jimmy Bhaiya” in a campaign highlighting HMD’s feature phones, the HMD 105 and 110. Paired with his butler Manohar, played by a comedic sidekick, the campaign underscores the simplicity and practicality of these devices. The phones come equipped with essential features like the “Phone Talker” and digital payments enabled by UPI, catering to India’s rapidly evolving digital-first audience. These innovations enhance daily interactions and financial transactions, making the phones incredibly user-friendly and relevant.

HMD’s debut in India, supported by a star-studded campaign and a thoughtfully designed product lineup, signals the brand’s ambition to make a lasting impact. By combining cutting-edge technology with relatable and engaging marketing, HMD is poised to carve out a niche in the Indian market, offering consumers a refreshing alternative to smartphones and feature phones.

As HMD continues to roll out its products and expand its presence in India, it will be interesting to see how this young and dynamic brand resonates with the country’s diverse and discerning consumers. With Sanya Malhotra and Jimmy Shergill leading the way, HMD is off to a promising start in its journey to become a household name in India.