Four years after the word ‘selfie’ was included in the Oxford English Dictionary, we all have been engulfed by the ‘selfie’ phenomenon. There’s nothing unusual about snapping every detail of our lives today; in fact, stories is a common feature on most social media apps. Looking to own this selfie space, Chinese smartphone brand Gionee recently launched a campaign ‘Selfiestan’ to promote its new phone A1 in India.
Gionee’s ad agency Mullen Lintas Delhi came up with the idea of ‘a land of selfies’ to highlight the new phone’s selfie flash that sets it apart from competing brands. Produced by Chrome Pictures, the ad film features actress and brand ambassador Alia Bhatt who is shown singing the catchy anthem of ‘Selfiestan’
According to Arvind R. Vohra, Managing Director and Country Head, Gionee India, “The Gionee A1 is the new language of fun, laughter and sharing. As we launch the new device in India, we want to offer a new expression to young users today. #Selfiestan is the embodiment of a world where people can express themselves freely and showcase their love for selfies.”
Commenting on the idea behind the campaign, Syed Amjad Ali, executive director, Mullen Lintas Delhi, asserts that the youth today all over the world is taking selfies at every opportunity. “It has become a form of self-expression. Taking from this, ‘Selfiestan’ is like how an ideal world should be. A world of equals and a world where people come closer to each other, where one can express emotions freely and connect with strangers. Selfiestan as an idea is aimed to differentiate Gionee A1 from any comparison in the world of selfies,” he says.
The film shows Bhatt explaining different permutations of the word selfie, from pelfie (pout selfie) to coolfie (selfie with kulfi). For Bhatt, “#Selfiestan is truly a special world with one big tribe of selfie lovers who change the notion of selfies being just a narcissistic form of expression to a more inclusive ‘smile-and-the-world-will-smile-with-you’ kind of place.”
Amer Jaleel, Chairman & Chief Creative Officer, Mullen Lintas says, “While other brands are still saying why they are good for selfies, Gionee took the larger platform, that of owning the world of Selfies, which we branded as #Selfiestan. It is the equivalent of Lennon’s ‘Imagine’ anthem for today.”
BW Reporters
The author is special correspondent at Digital Market Asia, is fascinated by the evolving digital media industry, and has focussed on tracking developments in the field in Asia Pacific.
