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realme has collaborated with celebrity influencers to create buzz around the brand’s latest 7 Pro range of phones, which charges 13% extra in three minutes. In their posts, these influencers spoke candidly about a growing problem they face every day: phone charging anxiety.

The campaign executed by White Rivers Media has been ideated on the insight that since smartphones have become the primary device for creating content as much as consuming it, the guzzling of battery power in places not having plug points leads to discernible stress for the average young Indian. As phones threaten to shut down, anxiety levels in the user go up and remain there for the entirety of the downtime that it takes to charge their phone as well.

So, Part 1 of the video campaign showcases these content creators speaking with introspective candour, as one would speak in therapy.

Part 1 of Influencers’ Instagram posts:

Hina Khan

 
 
 
 
 
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A post shared by HK (@realhinakhan) on

Surbhi Jyoti

 
 
 
 
 
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A post shared by Surbhi Jyoti (@surbhijyoti) on

Karishma Tanna

 
 
 
 
 
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A post shared by Karishma Tanna (@karishmaktanna) on

Awez Darbar

 
 
 
 
 
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A post shared by Awez Darbar (@awez_darbar) on

With Part 2, the campaign ran videos of realme delivering ‘Fastest-Aid Kits’ (which is the new phone) to the creators afflicted with charging anxiety. Along with the phone, each creator received a personal note from Madhav Sheth, CEO of realme India.

Part 2 of influencers’ Instagram posts:

Hina Khan

 
 
 
 
 
View this post on Instagram
 
 
 
 
 
 
 
 
 
 
 

A post shared by HK (@realhinakhan) on

Surbhi Jyoti

 
 
 
 
 
View this post on Instagram
 
 
 
 
 
 
 
 
 
 
 

A post shared by Surbhi Jyoti (@surbhijyoti) on

Karishma Tanna

 
 
 
 
 
View this post on Instagram
 
 
 
 
 
 
 
 
 
 
 

A post shared by Karishma Tanna (@karishmaktanna) on

Awez Darbar

 
 
 
 
 
View this post on Instagram
 
 
 
 
 
 
 
 
 
 
 

A post shared by Awez Darbar (@awez_darbar) on

As part of the engagement strategy, these influencers announced a contest to win realme 7 Pro. The audience needed to share the video on ‘Your story’ using #NoMoreChargingAnxiety and answer the question, ‘What would you do if you could charge your phone up to 13% in just 3 minutes?’

Such collaborations with influencers fetch instant awareness because of their massive follower base. Instead of taking tech influencers, realme chose lifestyle influencers and celebrities and started a hashtag that will help them in gaining good reach.

realme is consistent in doing small campaigns, but this one is huge for the brand after the one in March 2020.

Sheeko Brandscore graph of the brand’s campaign performance on Instagram:

The brand garnered over 38 million reach in a media value pegged between Rs 20-30 lakh.

Sheeko Brandscore performance graph between September 2019-2020

Amlan Pati, Digital Director, realme India, said, “People talk about battery life and how it is better today than ever before, but few are looking at the downtime — how you feel disconnected and anxious while waiting to get back online. Today we live on and through our smartphones, our power consumption patterns are far more voracious and so is the need to minimise unwanted downtime. The realme 7 Pro brings the solution to this with a new 65W SuperDart Charger which powers the device to 100% in just 34 minutes, making it the fastest charging smartphone in India.”

Shrenik Gandhi, CEO and Co-Founder of White Rivers Media, said, "What makes this campaign stand out for me is the purpose with which we're collaborating with influencers. Influencer marketing is not new anymore, but with this content, we've explored how to successfully influence the influencers themselves. Overall, of course, we're all glad to see this campaign getting the results that we wanted. A good campaign is its own reward.”

Content@BuzzInContent.com