Collaborating To Create Unique Experiences: Madhav Sheth, CEO realme India

Realme India recently launched a new smart phone “realme 10 Pro 5G Coca-Cola Edition” in collaboration with the soft drink manufacturer, Coca-Cola. In conversation with BW Applause and Everything Experiential, the CEO of realme India, Madhav Seth shares the concept and strategy behind such collaborations. He also discussed how they are reaching to larger audiences through different campaigns. Here are edited excerpts from the interview.  

Tell us about the success and growth stories of realme fuelled by the campaigns so far? 

Recent years have been marked by substantial growth, due in part to the support of our users and successful campaigns that were well-received. Some of the notable campaigns include: 

"Dare to Leap" campaign: This effort positioned realme as a brand that challenges conventions and is unafraid to embrace bold moves. The campaign helped establish realme as a trailblazer, fearless in taking risks and introducing innovative technology, including many industry firsts in the Indian smartphone market.

"realme Diwali” campaign: This campaign highlighted the vibrant Indian culture, ideas, and creativity that the Gen Z brings to realme. The realme campaign celebrated Diwali in a unique way and aimed to unleash the full potential of realme users by offering access to world-class products.

Collaborations with influencers and celebrities: So far, we have collaborated with popular influencers and celebrities to endorse realme products and increase brand visibility. These collaborations have helped the brand to reach a wider audience and create a buzz around its products. For example, we have collaborated with well-known cricketer, KL Rahul, as the brand ambassador for the smartphone category to reinstate the brand ideology of being powerful, stylish, and youth-oriented. This partnership has further complemented the brand's attitude of setting new benchmarks, inspiring thousands of millennials.

These campaigns helped realme establish its brand image and build a strong customer base, which has contributed to its growth and success in the highly competitive smartphone market.

What is the concept & idea behind the launch of realme 10 Pro 5G Coca-Cola Edition?

The realme 10 Pro 5G Coca-Cola Edition is a limited-edition version of realme's 10 Pro 5G smartphone that is getting launched in collaboration with Coca-Cola. The concept behind the launch of this edition was to create a unique and distinctive product that would appeal to our users and differentiate it from other smartphones in the market.

The idea was to incorporate Coca-Cola's iconic red and white branding and colour scheme into the smartphone's design and packaging, creating a product that was both functional and stylish. Overall, the concept behind the launch of the realme 10 Pro 5G Coca-Cola Edition was to offer a unique and stylish smartphone that would appeal to a younger, tech-savvy audience while also leveraging the design aesthetics of Coca-Cola in the smartphone.

What is realme 10 Pro 5G Coca-Cola Edition offering that is different from the realme 10 Pro 5G?

The realme 10 Pro 5G Coca-Cola Edition is a special limited-edition version of the realme 10 Pro 5G smartphone, and it offers a unique difference compared to the realme 10 Pro 5G. Like:

Design: The realme 10 Pro 5G Coca-Cola Edition features a red and white colour scheme inspired by Coca-Cola's iconic branding, making it stand out from the standard realme 10 Pro 5G.

Packaging: The limited-edition smartphone comes in special Coca-Cola-themed packaging, adding an extra layer of uniqueness.

Pre-installed themes: The device comes with exclusive Coca-Cola-themed wallpapers, icons, and other UI elements that give the device a unique look and feel.

Branding: The realme 10 Pro 5G Coca-Cola Edition features Coca-Cola branding on the back of the device, further emphasizing the special limited edition.

Aside from these differences, the realme 10 Pro 5G Coca-Cola Edition offers the same high-end features, performance, and capabilities and will provide a premium smartphone experience.

Tell us more about this collaboration. How do you think it adds value to realme as a brand?

This partnership marks a new chapter in the tech industry where technology and lifestyle are integrated for a unified and seamless customer experience. We view our collaboration with Coca-Cola as a demonstration of our commitment to delivering cutting-edge and innovative products that cater to the constantly evolving demands of our customers.

This collaboration adds value in many ways. Knowing the youth's pulse is something that realme takes pride in. Like Coca-Cola, which is deeply ingrained in global culture and daily life, realme is also making its mark in the lives of young people both in India and globally. Both brands are dedicated to diversity and inclusion and promote these principles to their customers around the world. We both, as a brand, aim to bring positivity and joy and tirelessly strive to create value and make a positive impact. The goal is to establish brands that people cherish and offer experiences that refresh their minds and bodies. This collaboration will help both reach new markets and provide our users with new opportunities and experiences.

(Madhav Sheth - CEO realme India, VP, realme and President, realme International Business Group)