Mullen Lintas wins creative duties of Gionee Mobiles

Gionee Mobiles has awarded its creative mandate to Mullen Lintas in order to build and popularise the brand in a highly competitive smartphone market. The agency will handle the strategy, planning, and the creative responsibilities of the brand. The account will be handled by the agency's Delhi office.

Commenting on the development, Nomit Joshi, marketing head, Gionee Mobiles, says, "We look forward to a great partnership and are confident as a team to take brand Gionee to the next level of growth."

On winning the new mandate, Virat Tandon, CEO, Mullen Lintas, comments, "The team at Mullen Lintas has immense category experience and has built mobile brands in the past. We see a great opportunity for Gionee in the Indian market as it is appropriately placed to be the next big player in the category. We are aligned to the ambitions of the brand."

Gionee Mobiles, which currently claims to have a share of around five per cent, is targeting a market share of 10 per cent in India this fiscal. It plans to achieve this growth by launching a host of new models in the coming weeks. Gionee aims to flood the market with its new offerings, especially during the ongoing cricket season.

Talking about the brand's future in the marketplace, Amer Jaleel, chairman and CCO, Mullen Lintas, says, "Mobile phones have changed the way we engage with life. Our attempt with Gionee will be to play an important role in the lives of these people who are forming new rules to make it more interesting and fulfilling."

Over the past few years, Gionee has expanded its presence in several countries including India, Nigeria, Vietnam, Taiwan, Myanmar, Thailand, and The Philippines. Gionee products, the company claims, are currently on sale in India, Bangladesh, Pakistan, Indonesia, Vietnam, Thailand, The Philippines, Malaysia, Russia, the Middle-East, and Africa, with the export of one million phones per month to overseas markets.

Launched on August 1, 2015, Mullen Lintas is the new creative agency offering from the MullenLowe Lintas Group. It is headquartered in Mumbai, with a presence in Bengaluru and New Delhi.

The MullenLowe Lintas Group is one of the largest country operations of the MullenLowe Group (part of the Interpublic Group of Companies (NYSE: IPG). With over 300 clients, it has operating divisions in advertising (Lowe Lintas, Mullen Lintas), design (dCell), PR (GolinOpinion), brand consulting (LinConsult), experiential marketing and activation (LinEngage), healthcare marketing (LinHealth), video content (LinProductions), and digital marketing (LinTeractive).