TECNO penetrates Indian smartphone market with strong marketing activities
The campaign is rooted in the company’s deep understanding of the Indian market over the years.
Amidst its population's potential and marketing opportunities, India continues to have a highly invaded market, highly price-sensitive consumers, and uncontrollable policy risks. The smartphone market has been particularly brutal and intense this year as three consecutive quarters of sales decline saw companies struggle.
Innovative technology brand TECNO might only be a new entrant to the Indian market and have lagged behind its core competitors in terms of market entry timing and local market investment, it has continuously enriched its product line in the country with its high-end mobile phone functions and diverse smart wearable devices, seizing the young consumer base and higher premium consumption space.
The company has aimed to break through the intense Indian mid-range smartphone market with a new mid-to-high-end model CAMON 20 and ignite the love and word-of-mouth of people from the level of brand emotional value – which has almost become an "impossible task."
Moreover, it has also launched a new branding campaign of “Don’t Stop Exploring Life’s New Angles” in India, encouraging them to boldly break through restrictions and explore the world outside their comfort zone with a variety of marketing activities.
The campaign is rooted in TECNO's deep understanding of the Indian market developed over years. According to them, Indians today are no longer satisfied with being defined by one singular identity, instead many are eager to be recognised with multiple identities and occupations to reflect their layered personalities and varied interests. They are willing to take side hustles to discover their true passion and inspire them to unleash their inner creativity.
To properly execute this campaign, the company has produced entertainment content based on social platforms and a manifesto video that conveys the brand's spiritual attitude. It has also worked on mainstream media cooperation for authoritative endorsement and wider dissemination, and implemented social media influencer marketing and social media activities for engagement. It has also conducted regular branding and product promotion touchpoints.
Since the launch of the CAMON 20 series and the execution of its marketing strategies, TECNO's overall sales in India have increased by 35.5% compared to the same period last year, and its market share has doubled to 4%.
The shipment volume of the CAMON 20 series has also reversed the decline of the mid-range market and achieved excess growth. It has increased by 368% compared to last year's series.
Meanwhile, the marketing campaign has also recorded strong media interaction and user interactions. Mainstream media exposure has reached over 230 million with zero negative rate, whilst the total social media exposure reached 1.09 billion. Interaction and sharing volume has also reached more than 400,000 times.
The remarkable success of TECNO’s brand campaign and how it translated to overall brand growth and new product sales boost has been acknowledged by the Asian Telecom Awards, as it brought home the Marketing & Brand Initiative of the Year - China category win.
“Through innovative brand attitude, it resonates with young people, and then connects our unique imaging technology and new products to empower the reality of exploration. Whilst successfully arousing brand love from Indian youngsters, it also boosts new product sales,”
The prestigious awards programme honours businesses and initiatives that have not only driven progress in the telecom industry, but have also ignited transformative shifts that have reshaped the digital landscape.
The Asian Telecom Awards is presented by Asian Telecom Magazine. To view the full list of winners, click here. If you want to join the 2025 awards programme and be acclaimed for delivering cutting-edge, award-winning telco products and services to customers, please contact Julie Anne Nuñez at [email protected].
