Lava extends its ‘Never Lets You Down’ campaign with two new TVCs

After the successful launch of ‘Never Lets You Down’ brand campaign with Mahendra Singh Dhoni  in April 2016, Lava International strengthens it with two new TV Commercials (TVCs) - to drive the brand’s reliability story further.

The new TVCs reinforce the experiential superiority of Lava mobile handsets over other mobile handset brands. As one of the leading and fastest growing Indian multi-national companies in the mobile handset industry today,

Lava is building its brand identity as the most trusted and reliable mobile handset brand amongst its consumers and other stakeholders. 

Solomon Wheeler, Vice President & Head-Marketing & Communications, Lava International Limited, says, “In a highly commoditized and feature-driven mobile handset category, Lava’s promise of reliability is emerging as a distinctive and compelling differentiator. Our research has shown that customers expect reliability not only in terms of the hardware but also in terms of experience. The second phase of our campaign takes forward the brand narrative basis these insights and attempts to create interesting stories with a focus on experience. The results of the first phase of our brand campaign this year has been overwhelming for us, and we have made an attempt to extend the platform of reliability further with these new commercials.  We hope the consumers like these and will extend their love and support as they always do towards brand Lava. ”

The two TV commercials, each 35 seconds in duration, were shot in different settings – in a gentleman’s club and a handbag showroom.  The TVCs highlight the enhanced experiential aspects of Lava mobile phones which include the quality of the camera and the processor superiority leading to hang-free operations.

Commenting on the campaign, Dip Sengupta, Senior Vice President & Head of Advertising at Soho Square said, “The story of Lava is the story of reliability. We initiated this narrative last quarter, and wanted to move up the value chain by shifting the reliability aspect from hardware durability to experiential superiority of Lava mobile phones. We chose to continue with the endearing banter between MS Dhoni and the Lava representative Prateik Babbar, who now has become much closer to MS Dhoni, but never misses out to impress upon him Lava’s reliability and product superiority. The situations are extremely relatable and the banter is entertaining. We are hopeful that this leg of the campaign will equally receive an overwhelming response.”

Here are the kinks to the videos -


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