Dentsu Impact wins creative pitch for Vietnamese mobile phone Mobiistar in India

Vietnamese smartphone brand Mobiistar has selected Dentsu Impact as its creative agency for India after a multi-agency pitch.

The smartphone brand is focusing on being among the leading brands in the budget smartphone segment which includes phones priced below US$150.

The announcement:

Vietnamese smartphone brand Mobiistar, which entered the Indian smartphone market in May this year, has awarded its creative duties to Dentsu Impact.Following a multi-agency pitch, Dentsu Impact has bagged the creative mandate for Mobiistar. India is one of the most important markets for Mobiistar and the company has a wide range of phones across segments. With an aim to be one of the leading handset brands in the sub- Rs10,000 segment, the company is in process of roping in over 3,000 employees and bolstering its presence pan India. Additionally, the company has already partnered with 600 distributors across the country and has over 1,000 service centers pan India to live up to its promise of best-in-class customer experience.

“While we entered the country in May, we wanted to highlight our strong commitment towards the country by establishing ourselves more deeply into its ecosystem. Hence to reach out to the discerning smartphone consumers, we have roped in Dentsu Impact as the brand’s creative partner in India. The team at Dentsu Impact will work closely with the Mobiistar team for the offline launch strategy and the communication roll-out pan India. We are excited about the possibilities and are going to be quite aggressive in this extremely busy category.” said Mr. Aniruddha Deb, chief marketing officer, Mobiistar.

Commenting on the win, Amit Wadhwa, president, Dentsu Impact says “We are excited to partner Mobiistar as this gives us the canvas to build this compelling brand in the Indian market. The category is extremely competitive, and it is not just about getting the right pulse of the market but also about getting the right handle on the mediums today.”

Dentsu Impact is going to be Mobiistar’s creative, communication strategy, advertising and branding partner. The agency will help Mobiistar in understanding the consumer’s mindset, behavior, motivations and triggers that will help the company make a mark in a cluttered smartphone category. The brand has planned multiple campaigns in the coming months and Dentsu Impact’s partnership will be key in rolling out integrated campaigns for new products.

Dentsu Impact is a creative agency of the Dentsu Aegis network that handles Maruti Suzuki, HT, Ikea, Carlsberg and the agency recently set up its Bangalore office as well.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella Asia newsletter now.



Sign up to our free daily update to get the latest in media and marketing