Smartphone Brand TECNO Campaign Encourages Youth of India to Get Exploring

TECNO, an innovative technology brand with operations in over 70 countries, has partnered with MRM China, a McCann Worldgroup company, to launch its 2023 marketing campaign in India. 

TECNO is a premium smartphone and AIOT device brand of Transsion, a smart device and mobile internet service provider headquartered in Shenzhen. Since accelerating investment in smartphone innovations in 2013, TECNO has become one of the most popular mobile phone brands in the world. Known for smartphone innovation, TECNO expanded its operations to India in 2017. In late 2021 TECNO embarked on a global brand refreshment campaign by introducing the new slogan of 'Stop At Nothing' to inspire consumers never stop pursuing their better selves and a better future. Carrying further the momentum, the 2023 branding campaign in India is a significant step for TECNO in creating an emotional bond with Indian consumers.

Under the theme of #Don't Stop Exploring, TECNO encourages the youth of India to step out of their comfort zones and take a new approach to life. The campaign has received positive feedback from Indian consumers and has been extensively covered by major media outlets, including the influential Times of India.

Gavin Wu, marketing director of TECNO India commented, "Through this campaign, we have conveyed  TECNO 's progressive spirit with Indian consumers, encouraging them to break free from their comfort zones and explore new perspectives on life.” 

MRM based the creative work and communication strategy on the deep insights they unearthed into the feelings and aspirations of the young Indian target audience. Their research showed that many Indians, especially these aged 25 to 30, are full of vigour and vitality and are fearlessly trying to cross boundaries in society, challenging cultural, religious and social norms.

At the same time, according to the Deloitte Gen Z and Millennial Survey 2022, side hustles have become a growing trend for many Indian professionals. In fact, 51% of Indians have an additional part-time job, significantly higher than the global average of 32%. But a side hustle doesn’t just mean extra income to combat the rising cost of living, it can also lead people to pursue new opportunities and open up all kinds of possibilities.

“After years of experience in the Indian market, we have built up a deep understanding of local consumers,” said Lucia Liu, chief brand officer of TECNO. “Thanks to their global mindset, rapid social and economic development, and a changing lifestyle, contemporary young Indian consumers, who have grown up with globalisation, are eager to seek a greater sense of accomplishment through their own creations.”

“TECNO wants to encourage young Indians to explore different possibilities in life, whether that is a side hustle, a new hobby, or even just a new way of doing something. Because it is only by striving boldly and exploring new paths, that we can create different realities. This perfectly aligns with our brand spirit of ‘Stop at Nothing' and directly led to the ‘Don't Stop Exploring' theme we developed with MRM for this campaign,” Lucia added.

At the heart of the campaign is a video that features a series of inspirational messages to awaken the explorer within the audience, so they can embrace both the challenges and opportunities that come their way. 

TECNO is also encouraging people to share their stories of exploration on social media using the hashtag #DontStopExploring #KeepLovingKeepLiving.

Jo Liu, deputy general manager of MRM China remarked, "This is another case of MRM and McCann Worldgroup China helping brands develop successful localized marketing campaigns for consumers in different countries across the world.”

“The competition among smartphone brands is becoming more and more fierce. So standing out in new markets is crucial. The successful launch of this campaign in India shows the importance of digging out nuanced insights into the behaviour, desires and aspirations of the targeted local consumers. Not only is it necessary to be sensitive to the local market, but brands and their agencies need to listen carefully to local target consumers about their preferences and needs and understand the cultural context in which they exist. And only then develop innovative communication strategies and creative solutions that meet local consumer’s preferences.”

"We are thrilled to see that more and more brands are seeing success in international markets, and we are proud to be part of this process."