The global internet technology firm, LeEco unveiled their second generation Superphones, Le 2 and Le Max2 and their own e-commerce website, LeMall at Siri Fort Auditorium, New Delhi. The two superphones have the features of the futuristic audio technology – CDLA standard.
In a nearly 2000-people mega launch event, LeEco unveiled Le 2 and Le Max2 with the company’s signature content ecosystem and bundled membership along with their own marketplace e-commerce website, LeMall. The company also revealed the world’s first CDLA (Continual Digital Lossless Audio) Type-C earphone and its project of recruiting 200 “CEO”s.
The event was held on June 8, 2016 at Siri Fort Auditorium in New Delhi. The event was well- attended and the brand also revealed its anthem which was specially composed and produced by Pritam’s studio Jam8 and sung by Nakash Aziz.
Attended by Media, Key Opinion Leaders, Le Superfans, and Bollywood celebrities, the show was hosted by Mandira Bedi with an opening performance by Violin Queen’s Quartet, interspersed with presentations by Tin Mok, VP of Le Holdings and CEO, APAC; Atul Jain, COO, Smart Electronics Business, LeEco India and a stellar rendition of the LeEco Brand Anthem by Bollywood’s musician Pritam and singer Nakash Aziz to screaming fans and audiences.
Fountainhead MKTG, the experiential marketing agency from the Dentsu Aegis Network won the mandate to manage the end-to-end experience for the brand to create a “spectacular” event. From around 2000 registrations to managing specially created Demo Zones for Media, Key opinions Leaders and Le Superfans to managing Exclusive One-on-one Media Interactions and F&B, a memorable experience was delivered.
Commenting on the grand launch, Deeksha Arora, VP and Branch Head – North, Fountainhead MKTG said, “The event excited us right from the word go as it had some very interesting technology announcements by brand LeEco - with the first ever type C Audio Output with CDLA standard. We designed everything around the key thought “2 Future” signifying the launch of the much anticipated second generation of LeEco Superphones. Working with a brand that was supremely passionate about their latest products and technology was a great experience, an experience that we are hopeful to carry forward with us through many more projects together.”
“The mandate given to the agencies pitching for the launch was to recommend ideas to ensure our 2000-strong guests have a brilliant experience – especially as our big news was “CDLA audio quality”. Fountainhead MKTG was in sync with our thought process and made relevant recommendations from design to artists and even optimal utilization of spaces available. They worked closely with our internal team to deliver a great event. We thank Fountainhead MKTG team for their efforts"- Meera Krishnan, Director Marcom, LeEco India.
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