Vivo is a Chinese technology company owned by BBK Electronics that makes smartphones, smartphone accessories, software, and online services. It was founded in 2009 in Dongguan, China.
The current product that they are set to launch in India is the Vivo X21. It is a low end smart phone which is priced at $60. The design and the specifications are market leading. The phone in itself is on a high volume low cost model which means that they need to sell as many pieces as they can to get the ball rolling.
India is a young market with a growing rate of cell phone usage and a huge demand for a low end product. What better way to go about the exercise than to send out a loud clear message.
The Indian Premier League which is one of the most avidly followed Cricket Leagues in a country that is clearly crazy about the sport could not have been a better platform. It gives Vivo not only a chance to really put out its product out there but also, repeatedly target the consumer through multi channel repetitive bombarding of the brand, the device. This has enabled VIVO to register as a brand even before the launch of the product which will undoubtedly lead to alot of curiosity for the product. This in addition with the airing at Hotstar, going on TV, all the digital coverage that they receive as a byproduct of being a Title Sponsor, will hopefully help them achieve their sales numbers.
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