LAVA International's 'Curious case of dumb selfies' awarded for Excellence in Digital Marketing & Social Media at the 6th CMO Asia Awards in Mumbai

Company Brief

New Delhi, August 28, 2015

LAVA International, one of India’s leading companies in the mobile handset industry, has won the Best Online Video award at the 6th CMO Asia Awards for Excellence in Digital Marketing & Social Media, hosted by the World Brand Congress in Mumbai on July 24th, 2015. ‘A Curious Case of Dumb Selfies!’ video was awarded for creatively integrating the product story with an interesting take on Selfies. Targeted at young audience, the video was exclusively promoted across web and social media platforms.

The award winning video revolves around the plight of selfie enthusiasts who come together to share their stories of ‘bad’ selfie obsession. The 3-minute video features a hypothetical therapy group that calls themselves ‘DSA – Dumb Selfie Anonymous’ holding a session for people addicted to taking dumb selfies. Set within a meeting of this imaginary group, the video has many variants of people confessing their acts of having clicked some really dumb selfies. The duckface selfie, the foot selfie, the sad face selfie and more pointless selfies. The film ends with the product communication ‘IRIS X5 from LAVA Mobiles is the perfect phone to click great selfies & hence is a wonderful starting point to get over the obsession of taking Bad Selfies.’

On this occasion, Mr. Solomon Wheeler, Vice President and Head – Marketing & Communication, Lava International Limited said, “We are extremely delighted to have received this prestigious award, which serves as a testament for the kind of work we are doing in the digital space. The content consumption of users has shifted from ATL mediums to digital. Everybody is now consuming content on mobile phones. With new breed content producers focusing on digital specific content even traditional players are also moving towards mobile platforms. It is therefore the right time to integrate the brand and leverage this platform. This video received an overwhelming response from the audience and we will create such innovative campaigns in the future as well.”

The Dumb Selfie Anonymous campaign was conducted for over two weeks garnering 4, 92, 000 views across web and social media platforms, with a total runtime of 7.35 lakh minutes. Lava created the video in partnership with Culture Machine - specialist in Content creation for the Internet generation, particularly YouTube.

The awards for Excellence in Digital Marketing & Social Media witnessed participation from different brands .The awards were presented across 4 individual categories and 22 organizational categories.

For further information, please contact:

Ananyaa Banerjee

Email: Ananyaa.Banerjee@lavainternational.in

Mobile: +91 98186 48821