Jammu Tawi: Dentsu Creative India has launched a uniquely self-aware brand film for iQOO, one of India's fastest growing smartphone
brands. The film stars Vijay Devarakonda and Janhvi Kapoor where they are taking a dig at iQOO's eccentric brand problem – no one
gets their name right. And this is despite them being India's no. 1 smartphone brand in terms of user satisfaction. The film showcases
BTS moments where they are hilariously struggling to find the correct pronunciation of the brand. The whole concept cements the fact
that while the world gets their name wrong, they get one thing right – user satisfaction. Based on the contest run by iQOO on their social
platforms, it was found that most of the users were mispronouncing the brand name as ikku, eyekyun, IQ, IQ double O, etc. The film was
created in response to a contest run by iQOO on their social media platforms where they asked users to tell how they pronounce the
brand name. Most of them mispronounced it as ikku, eye kyun, IQ, IQ-double-O, ICOOOH and more.Speaking about the film, Nipun
Marya, CEO, iQOO India, said, “We are excited to launch this brand pronunciation awareness film with the hope that we will build a
stronger relationship and instill confidence in our consumers who are at the heart of our business. Through this, we intend to create a
sense of community and cheerfulness around this common conundrum and hope that our customers will be able to proudly speak about
our products and services with their family and friends.” Speaking about the film, Ashit Chakravarty, Managing Partner, Dentsu Creative
said, “It is rare for a brand to be honest and bold about how its name is frequently mispronounced. Kudos to the entire IQOO team for
being bold and turning what is a unique problem into an opportunity. The idea for us was to always stay true to the story that we are
India's no. 1 smartphone brand in terms of user satisfaction, but people just don't seem to get our name right”. Speaking about the film,
Shray Chawla, Senior Creative Director (Copy), Dentsu Creative said, “It's funny how an internal joke can become a “self-troll” campaign
if the brand is bold enough to make fun of itself. I think we found the perfect pairing in Vijay and Jahnvi to bring iQOO's story alive on
screen. The story of being India's no. 1 smartphone brand in terms of user satisfaction that often gets mispronounced as IQ, EQ, ikku,
IQ-zero-zero, eye-kyun and what not. We realized that everyone has a unique way of saying iQOO and for us a brand this is not really a
big problem if we can joke about it”.
