Vivo, a global smartphone brand, has released a new brand film that builds on its 'Live the Joy' brand purpose. The two-and-a-half-minute video focuses on how Vivo helps connect with loved ones and express their love through its simplified technology, facilitating the elusive value of 'Joy'. The film will be promoted across digital platforms like YouTube, Facebook, and Twitter, targeting consumers across India. The film is a montage that revolves around three stories, where the protagonists find joy in connecting with their families and loved ones. Vivo's role is instrumental in bringing forth the moment of truth for the protagonists and helping them choose joy. The film explores the emotional nuances of life and reinforces Vivo's commitment to enhancing joy in lives through its innovative technology.
Vivo India's Head of Corporate Strategy, GeetajChannana, stated that Vivo's purpose is to bring joy to all Indians through superior technology and simplified experiences. The campaign aims to inspire people to invest more time with their families and cherish those precious moments in life. Swati Bhattacharya, Creative Chairperson of FCB India, emphasized that success has become a metric for joy, but 'Where Joy Lives' encourages people to look for joy closer home, as it is often found there. Vivo aims to help people understand that they need not look too far to find happiness while they can find it with those they love.