The Business Bytes
Hyderabad, September 24, 2024 (TBB Bureau): Mivi, a prominent Indian consumer electronics brand, has launched its latest national campaign, “Hear Clear,” through a unique silent ad film, marking a first in the audio device industry. The innovative campaign is designed to promote Mivi’s newest flagship True Wireless Stereo (TWS) earbuds, the SuperPods Immersio, which offer cutting-edge audio clarity and aim to capture a significant share of the premium TWS market.
The “Hear Clear” campaign seeks to communicate the message, “Hear as clear as a fox,” inviting consumers to elevate their listening experience to new heights. The ad film takes viewers on a captivating journey through a mystical jungle, where a young adventurer encounters a group of dancing foxes. As he becomes part of the enchanting scene, one of the foxes presents him with a pair of SuperPods Immersio TWS earbuds. Upon wearing them, the adventurer experiences extraordinary sound clarity, mirroring the sharp hearing abilities of a fox. This visually rich film artfully combines stunning visuals, mesmerising choreography, and a unique narrative to emphasize Mivi’s message of sound clarity.
The launch of SuperPods Immersio underscores Mivi’s ambition to secure 10% of the market share in the premium TWS segment. Powered by Dolby Audio, the SuperPods Immersio are crafted to deliver a superior auditory experience, ensuring users can immerse themselves in crystal-clear sound across various media platforms.
The SuperPods Immersio TWS earbuds come equipped with a range of advanced features designed to enhance the audio experience. They are powered by Dolby Audio, providing users with a theatre-like sound experience directly in their ears. The earbuds also feature a 3D Soundstage, which is Mivi’s signature sound profile, allowing listeners to hear every instrument and sound detail with remarkable clarity. With up to 60 hours of playtime, they are perfect for long listening sessions, including binge-watching marathons on OTT platforms. The earbuds are also crafted with a sleek unibody metal design, featuring an hourglass stem that ensures comfort and a secure fit for extended wear.
Speaking on the innovative campaign, Midhula Devabhaktuni, Co-founder and CMO of Mivi, said, “The idea of a silent ad film was challenging, given the paradox it presents in the audio device industry. Promoting sound clarity without sound is unconventional, but we were determined to communicate clarity in a fresh and effective way. I’m thrilled with how the ad turned out and confident it will resonate with audiences in a way that stands out from traditional campaigns.”
The “Hear Clear” campaign will be showcased across television, digital platforms, print media, and outdoor advertising. Mivi is positioning SuperPods Immersio as a game-changer in the market, leveraging the ad film to highlight the product’s immersive audio experience.
Mivi’s SuperPods Immersio, along with other SuperPods models, are now available on the brand’s official website, leading retail stores, and major e-commerce platforms including Flipkart and Amazon.
