One of the highest consumption categories, mobile phone manufacturers have often relied on celebrities to promote their handsets. This is largely done to break the clutter. Human Mobile Devices is another company which has roped in actor Jimmy Shergill as the new face of its mobile range – HMD 105 and HMD 110. “Jimmy’s strong, resilient, and relatable persona perfectly embodies the spirit of our feature phones, which are designed to be durable, dependable, and accessible to the masses. His connection with audiences across India aligns perfectly with our commitment to providing reliable mobile experiences to all. We’re confident this collaboration will resonate strongly with our target audience and take our feature phone range to new heights,” Ravi Kunwar, VP- HMD India and APAC, said.
The yet-to-launched campaign is called Khoob Chalega, and will be rolled out through out-of-home (OOH), social media and digital. According to the company, this alliance is part of HMD’S marketing mix to reach out to the target audience and create buzz about the range of products to offer. The company aims to elevate the consumer experience, offering premium quality devices that blend style with cutting-edge technology at competitive price points. “These phones stand out for their reliability and accessibility, which are essential for everyday users. I’m excited to represent a brand dedicated to delivering quality and dependability to millions across India and look forward to what kind of innovation it brings to the table in the feature phone category,” Jimmy Shergill, said.
Furthermore, in a recent interview with Business Standard, the company stated that it aims to create India as the manufacturing hub for exports. “We will also do smartphones once the products are launched across the world. Currently, we are exporting from India to the Middle East but the scope will only expand,” Kanwar told Business Standard.
Moreover, the company began to export Nokia 105 Classic feature phone to the Middle East and Africa over the past six months thereby shipping six million to these regions, during the period, stated the report adding that it now aims to export smartphones under the brand HMD from India.
The Finnish mobile phone maker that is also Nokia’s official brand licensee HMD Global early this year announced that it would move forward with a new multi-brand strategy to produce devices under a new HMD Originals brand name alongside Nokia.