Mr. Arijeet Talapatra, CEO, Transsion India
TECNO India, a global premium smartphone brand from TRANSSION Holdings. TECNO’s segment-first philosophy and a unique focus in the under 10K smartphone segment, has enabled the brand to adopt an innovative marketing & retail approach to connect with the passion points of its consumers across India.
With a view around the unique marketing strategy adopted by the brand in the new normal, we had a chance to interact with Mr. Arijeet Talapatra, CEO of Transsion India. He shared more details about campaigns and all about TECNO India Virtual Run. Let take a dig:
Q) Tell us about your journey so far.
Our journey in India started in early 2017, has been nothing short of exciting. TECNO, as a brand is known for its premium and edgy proposition at affordable price points.TECNO has been constantly pushing the boundary to democratize cutting-edge mobile technology for the people of greater Bharat. The brand’s success strategy is built on its five key pillars –strong product portfolio, innovation through introducing ‘Segment-First’ features, the wide distribution network of 1000+ partners with 35000+retail touchpoints, strong after-sales service with 900+ service centres, and very strong field teams across India. We have taken various steps to meet consumer requisitions across Indian markets by providing TECNO products across offline retail outlets as well as online E-commerce platforms (Flipkart and Amazon), granting consumers wide access and ease-of-product-purchase experience. This will enable the brand to further strengthen its presence in India and grant consumers access to the latest and cutting-edge technology at aggressive price points.
TECNO India portfolio now consists of three distinct product propositions: Value for money budget smartphones from the ‘SPARK’ series, the success of which has made TECNO consolidate its position among the top 6 offline smartphone players in under 10K segment; ‘CAMON’, the popular camera-centric series with outstanding camera features targeting mid-to-premium segment above 11K. Post SPARK & CAMON success, now we have extended the product portfolio by introducing the ‘high on performance’ POVA series which is going to be high on innovation. This is the territory where TECNO is aiming to make its presence felt. POVA smartphones are meant to offer a powerful processor and an unmatched gaming experience, in the under 15K segment. 2021 is set to see a string of products from this line-up that will further strengthen TECNO’s position in the sub-10k as well as above-10K segment. TECNO also successfully ventured into the smartphone accessories space last year with the Mini pods M1 and Hipods H2. You will see a robust accessories portfolio in 2021.
Q) How do campaigning and marketing affect the brand’s overall existence?
For TECNO, marketing is one of the key elements to garner the target consumer base, with the goal of empowering and encouraging more consumers to embrace self-expression through their smartphones. Due to the diversified nature of the Indian smartphone market, TECNO has implemented a 360-degree marketing approach with a presence across print, digital, social, OOH and Retailexperiential.
Last year was challenging. We pushed ourselves to identify the right way to stay connected with our consumers and continue engagement as everyone was isolated. We introduced several new marketing campaigns such as the #FINDTHENEWYOU campaign which comprised of activities such as Hack-exploring where consumers can learn the creative way of clicking photos, and TECNO RAKSHAKS in which the brand has introduced a mobile game during the lockdown where users can contribute to the PM CARES Fund in India.
TECNO also joined forces with Zomato in their ‘Feed the daily wager project, extended warranty on TECNO smartphones, which were to expire during the lockdown period, unique ‘doorstep delivery initiative’ and the ‘Moving Retail Store’.
Despite the pandemic and subsequent lockdown last year, TECNO received an outstanding response from consumers and has been able to help them transition superior smartphone experience. And we are not just saying this – we recently celebrated a significant milestone of 8Mn+ happy consumers across the length and breadth of the country. That speaks for the trust we have been able to build, and the love we have received from our consumers. Our aim is to remain relevant and bring meaningful innovative experiences for the Aspirational Bharat. Just to put the number growth in perspective, we achieved 6mn+ customers in October 2020, and in January 2021 we reached the 8mn+ customer’s milestone
Q) What are the unique campaigns TECNO has performed so far?
We as a brand have always strived to provide consumers with different experiences across varied associations and innovations that resonate the most with their passion points. With the launch of actively engaging digital initiatives as well as catering to the well-being and safety of consumers during the pandemic, TECNO pledged to Stay at Home, and do their bit towards the prevention of the spread of the virus, with the announcement of initiatives like:
- Collaboration with key govt institutions like Yatharth Hospital & Noida police to supply masks and thermometers to healthcare and administrative workers who are at the frontline and helping India combat the pandemic.
- FINDTHENEWYOU campaign, comprising of Hack-exploring, #FindTheNewYou contest to creatively connect, engage, entertain, and motivate customers, employees, and channel partners
- ‘TECNO RAKSHAKS’, a WAP-based game, with the slogan ‘Kheloge Tum, Jeetega India’, enabled consumers to be actively engaged, and a unique way to contribute to the PM Cares Fund.
- TO ‘Feed the daily wager project’TECNO parented with ZOMATO and 100+ channel partners to distribute ration kits in the low-income sections of society across 140 cities during the lockdown period.
- TECNO Warranty extension: TECNO also extended the warranty period on TECNO smartphones whose warranty was going to expire during the lockdown, for a period of two months.
- ‘Doorstep Delivery Initiative’, services were available across the country with a network of over 35,000+ retailers.
- TECNO also launched the unique ‘Moving Retail Store’to reach out to remote parts of the country by operating out of a moving van, in our important markets.
Q) Please tell us something about your upcoming initiative ‘TECNO India Virtual Run’. What is the idea behind it?
TECNO has always strived to provide consumers with the most meaningful experiences. We recently announced the first virtual edition of the TECNO India Virtual Run on 13th-14th March 2021. The brand connects initiative will enable consumers to engage in what’s important to – health, fitness, and wellness. The pandemic and subsequent lockdown resulted in people spending months cooped up at home and a lifestyle that became suddenly sedentary – with no commuting, no travel, and working from home and remote-learning. The pandemic has pushed people to think about health more holistically and fitness has become a priority while juggling various day-to-day activities. People are getting a head-start on strengthening their overall health thanks to virtual workouts, which will pave the way for a blend of both digital & physical in the future.
The TECNO India Virtual Run encourages consumers to stay focused on a healthy lifestyle & fitness. The virtual run will feature three categories – 2Km Performance Walk, 5Km Speed Run, and 10Km Power Run. Over 8000 participants are expected to take part in the run, making it one of the most sought-after initiatives in recent times. Participants will receive a jersey, neckwear & an e-certificate.
Q) Why do you think these kinds of campaigns are necessary for a smartphone brand like TECNO?
India is a priority market for TECNO and marketing initiatives are one of the key elements to garner the target consumer base, with the goal of empowering and encouraging more consumers to embrace self-expression through our smartphones. Given the diverse nature of the Indian market, we have been implementing a 360-degree marketing approach and will be present across print, digital, social, OOH, and also actively associated with sports and entertainment-based events. Producing experiential campaigns with a series of touchpoints will grab the attention of the target audience and help us to build a strong brand resonance and connect with our core consumers.
Additionally, the youth today is more receptive to fitness & entertainment-related activities. We try to give our consumers different experiences with different associations and innovations that resonate the most with their passion points. Our recent initiatives such as Zumba Innovative Employee Engagement activity, Door Step Delivery, TecnoRakshaketc. and current Tecno India Virtual Run are the game-changing move that secures the trust and brand value with customers.
Q) What are your future plans and programs?
This year, the brand aims to prioritize the sustenance of TECNO’s strength of Industry-first features – Glocalization: Reflect Indian local value into products and service offerings and differential pricing advantage over the competition by providing better specs at most competitive price-points
We are focusing on building the entire ecosystem of manufacturing in India. So as to ensure that we serve the consumers well. We are already strong in less than Rs. 10,000. This year we want to establish our product portfolio in the above 10K category as well so we continue to better ourselves in that direction.