Challenging 700 brands with one product.
Challenge
How do you launch an entirely new category in a market of 700 Brands?
This is the challenge Mivi, an Indian audio products brand brought to us.
Mivi’s new product: Earbuds with the power of voice-based, context-aware AI.
Insight
We discovered that the AI powering Mivi’s AI Buds was an always-on companion with endless knowledge.
A friend who helped you navigate the complexities of life with intelligence at your beck and call.
Idea
Buds with Brains was a phrase designed to evoke two meanings. Rational & Emotional. One of a friend that was intelligent, and the other to establish a whole new category of earbuds.
Execution
Most technology brands make a show out of their product launches. However, the products aren’t that cutting-edge. So, we chose to expose the false air of these “revolutionary” products to land the point that AI Buds actually were a leap ahead in audio products technology. The campaign found its expression in a series of digital films, OOH, and social media creatives.
Brand
Mivi
Campaign
Buds with Brains
Agency
The Womb
Role
Senior Creative Partner & Writer