Hammer Entertainment Adds Fashion, Glamour & Technology to nubia Smartphone Launch
by EVENTFAQS Bureau Marketing | December 23, 2016 | Feature
Hammer Entertainment Pullman Hotel
nubia, the international smartphone maker recently announced the launch of its flagship smartphone, nubia Z11 in the Indian market in exclusive partnership with Amazon.in. Unlike other brands, nubia wanted to put a bit of a spin on the traditional concept of a press launch, and thus a concept 'Live your Dreams' came to realisation. The brand roped in Hammer Entertainment to manage the launch event held on December 14 at Pullman-Aerocity, New Delhi Aerocity. The agency brought to life the glamour and lifestyle of an ideal nubia user through a conceptual fashion show, supported with an unconventional stage setup.
Instead of a straight ramp, the agency created two diagonal ramps that led into a square ramp with a beautiful giant nubia logo at the centre. LED Screens separated with mirrors added to the depth and glamour quotient of the event.
Eric Hu, Country Manager India at Nubia, introduced the brand officially to the audience. The company put another spin to the traditional concept by having Suhail Chandhok, a nubia enthusiast and well known presenter, film & TV personality, introduce the two new handsets. Chandhok was brought in for the launch as nubia believes in real people sharing their experience of the product instead of just company representatives.
The fashion show, choreographed by Ketan Bhatia, top Delhi choreographer, had three sequences which showcased different features of the phones through lifestyles of ideal nubia users. In the first sequence, depicting high street fashion, 12 models walked the ramp dressed in vibrant, colourful styles curated by our stylist Paras.
The first sequence showcased the brilliant camera features that the all new Nubia Z11 has to offer like cloning, light painting, beauty front camera, etc. The feature of cloning camera came to life on stage through a dance sequence that had 5 identical dancers.
The second sequence focused on the long battery life of the all new Nubia N1 which the agency brought to life with a travellers theme. The styles in this theme were beach, adventure, floral, flowy and fun.
The third and final sequence focused on the edgy corporate and red carpet life. From traditional formals to new age corporate wear this sequence was all gold & black, inspired by the colors of the all new Z11 & N1.
Actor Tapsee Pannu graced the event and fashion show as the show stopper. With a history in engineering, Tapsee also stayed on stage for the Q&A to give her views on the brand and its technology. She along with Co-Founder Mai, Country Manager Hu and Marketing Director Dheeraj Kukreja, moved to the demo unit for a photo op with the audience. The audience was given an opportunity to experience the phones and their features at the demo unit.
Speaking post the event execution, Bhuvanesh Manhas, Business Director, Hammer Entertainment & Productions said, "Hammer Events was shortlisted after a month long pitching process between the China and India offices. Our team spent a long time to understand brand's expectations and worked towards meeting nubia's global standards, specifically the launch that took place at IFA Berlin, making sure nubia enters India with not just an impactful launch but also one that lives up to its global image. Clients at nubia are really supportive to new ideas and showed a brave openness to our unconventional ideas, which helped us in bringing our concept, from design to life."
The brand roped in Hammer Entertainment to manage the launch event held on December 14 at Pullman-Aerocity, New Delhi Aerocity.