Dentsu Impact wins creative mandate for Mobiistar in India

Mobiistar, the Vietnamese smartphone brand that forayed into the Indian smartphone market in May this year, has roped in Dentsu Impact, the creative agency from Dentsu Aegis Network, as its creative partner. Dentsu Impact bagged the account following a multi-agency pitch.

With an aim to be one of the leading handset brands in the sub 10k segment, India today is one of the most important markets for Mobiistar. Consequently, as part of the mandate, Dentsu Impact - Mobiistar’s communication, strategy, advertising and branding partner, will help the company understand the consumer’s mindset, behaviour, motivations and triggers. This, in turn, will aid Mobiistar mark its presence in a cluttered smartphone category.

The brand has already planned multiple campaigns in the upcoming months and Dentsu Impact will be the key here in rolling out the integrated campaigns for new products from the client stable.

It is pertinent to note here that, to bolster its presence in India, Mobiistar is in the process of roping in over 3000 employees across the nation. Additionally, the company has already partnered with 600 distributors across the country and has over 1000 service centers nationwide to live up to its promise of best-in-class customer experience.

Commenting on the partnership, Aniruddha Deb, Chief Marketing Officer, Mobiistar said, “While we entered the country in May, we wanted to highlight our strong commitment towards the country by establishing ourselves more deeply into its ecosystem. Hence to reach out to the discerning smartphone consumers, we have roped in Dentsu Impact as the brand's creative partner in India. The team at Dentsu Impact will work closely with the Mobiistar team for the offline launch strategy and the communication roll-out pan India. We are excited about the possibilities and are going to be quite aggressive in this extremely busy category.”

Commenting on the win, Amit Wadhwa, President, Dentsu Impact said, "We are excited to partner with Mobiistar as this gives us the canvas to build this compelling brand in the Indian market. The category is extremely competitive and it is not just about getting the right pulse of the market but also about getting the right handle on the mediums today.”