IQOO’s Eccentric Brand Problem!

Most of the users were mispronouncing  iQOO as ikku, eyekyun, IQ, IQ double O, etc.

MUMBAI, Dec 10 (The CONNECT) – Starring stars Vijay Devarakonda and Janhvi Kapoor, Dentsu Creative India has launched a uniquely self-aware brand film for iQOO, one of India’s fastest growing smartphone brands.

The stars take a dig at iQOO’s eccentric brand problem - no one gets their name right. And this is despite them being India’s no. 1 smartphone brand in terms of user satisfaction. The film showcases BTS – behind the scene - moments where they are hilariously struggling to find the correct pronunciation of the brand. The whole concept cements the fact that while the world gets their name wrong, they get one thing right - user satisfaction.

Based on the contest run by iQOO on their social platforms, it was found that most of the users were mispronouncing the brand name as ikku, eyekyun, IQ, IQ double O, etc.

The film was created in response to a contest run by iQOO on their social media platforms where they asked users to tell how they pronounce the brand name. Most of them mispronounced it as ikku, eye kyun, IQ, IQ-double-O, ICOOOH and more.

The film will be promoted across multiple social and digital platforms can also be seen here.

Nipun Marya, CEO, iQOO India, said, through this, the company intends to create a sense of community and cheerfulness around this common conundrum.

Ashit Chakravarty, Managing Partner, Dentsu Creative said, It is rare for a brand to be honest and bold about how its name is frequently mispronounced.

Speaking about the film, Shray Chawla, Senior Creative Director (Copy), Dentsu Creative said, It's funny how an internal joke can become a "self-troll" campaign if the brand is bold enough to make fun of itself.

“I think we found the perfect pairing in Vijay and Jahnvi to bring iQOO's story alive on screen. The story of being India's no. 1 smartphone brand in terms of user satisfaction that often gets mispronounced as IQ, EQ, ikku, IQ-zero-zero, eye-kyun and what not. We realized that everyone has a unique way of saying iQOO and for us a brand this is not really a big problem if we can joke about it,” he said.

Not just this, iQOO has a surprise for its consumers embedded in the brand film. This brand film will be followed by another film where Vijay and Janhvi will be exclusively presenting and unboxing the upcoming flagship smartphone - iQOO 11, but with a hilarious twist. iQOO 11 is iQOO’s upcoming premium flagship smartphone that has globally been acclaimed for some World’s first powerful and performance-oriented features. The smartphone has already created a lot of hype in the Indian market and is expected to launch in India anytime soon.

Credits: Dentsu Creative

• Senior Creative Director - Creative: Shray Chawla
• Group Creative Director - Art: Giamaria Fernandes
• Creative Team: Hazel Dalby, Aditya Kumar, Rishabh Kapoor, Anamika Thakur, Naman Khajanchi, Anant Seth
• Art Team: Amey Chodankar, Kaustubh Bhalekar, Harshita Kalra
• Strategy Team: Freya D'Souza, Arihant Chaturvedi
• Client Solutions Team: Prashant Motwani, Ishan Rao, Akash Nihalani, Atharva Tagde, Neharika Puri, Vineesha Lobo, Shrushti Vora
• Associate Vice President - Client Solutions: Upasana Naithani
• Managing Partner: Ashit Chakravarty
• Director (of the film): Nilay Singh
• Producer: Viraj Gawas
• Production House: Crazy Few Films
• Client Team: Nidhi Bhuchar, Sanjay Pratyush, Tripti Goel, Upasana Saluja, Parth Gandhi