Reliance Retail has launched a new device in its LYF range of 'smartphone+' called the Earth 2. The Earth 2 Smartphone+ is the company's second device from the Elements Collection of LYF, positioned by the company as being 'ultra-premium'.
The event took place at Reliance Digital store in Mumbai on the 27th of June and featured film director Punit Malhotra who created the advertisement featuring actor Priyanka Chopra using the company's new phone. The product showcase and the ad preview was also available through a live simulcast and streamed live on LYF's Facebook page.
Presenting the new product, Sunil Dutt, President of Devices, Reliance Retail, said, "LYF Smartphone+ is a consumer obsessed brand and through Earth 2 we present the most advanced features in smartphones that deliver a differentiated digital experience to our consumers and puts the controls of smart devices in the hands of the consumers."
Reliance is touting the Earth 2, LYF's a 'voice controlled camera' as a unique feature. Such control has been available on Samsung and LG phones for several years. The camera and screen however are what the company is pushing as being special.
The main camera is 13MP with flash and PDAF (Phase Detection Auto Focus), laser auto focus apparently enabling it to focus in 0.1 seconds. It also features a Pro mode for more advanced settings. The voice commands allow a user to switch between the two cameras.
The Earth 2 has an aluminium alloy frame with 2.5D glass, increasingly popular on phones today. It has a 5-inch screen with Gorilla Glass 3 and sports a screen-to-body ratio of 72 per cent. It's available in Black, White, Green, and Gold..
Earth 2 has three security features: the conventional pattern/PIN, retina unlock, and fast fingerprint sensor. The user can assign fingerprints to jumpstart any 3 applications with a tap on the lock screen. It also allows the user to encrypt photos and videos stored in the gallery, to protect them from prying eyes. The user can also safeguard personal data by encrypting social media applications. There are up to 19 gestures and shortcuts that can be used to control the functions of the phone.
Earth 2 runs on a Qualcomm Snapdragon 615 Octa Core Processor powered by a 3GB RAM and an internal memory of 32GB. It has a 2500mAh battery. Earth 2 supports VoLTE technology.
The Earth 2 costs Rs 21,599.
Speaking on the making of the TVC, Punit Malhotra, said, "It has been an immensely satisfying experience to shoot for a brand which appeals to the youth, a segment which is driving the digital revolution in our country. And when you work with a thorough professional like Priyanka, what you get is a masterpiece befitting the brand."
BW Reporters
Mala Bhargava has been writing on technology well before the advent of internet in Indians and before CDs made their way into computers. Mala writes on technology, social media, startups and fitness. A trained psychologist, she claims that her understanding of psychology helps her understand the human side of technology.
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