Lava releases digital film starring Gautam Gambhir for the new Blaze X

Lava International Ltd., a leading Indian mobile handset and
technology solutions company, releases a digital film starring celebrated cricket superstar Gautam
Gambhir for the launch of its new smartphone Blaze X. The film conceptualised and created by 82.5,
an Ogilvy Company is laced with humour creating excitement amongst the audiences for the new
phone designed and manufactured in India. The campaign #BlazekaCraze aims to celebrate and
connect with the fans of Lava Blaze, a series featuring prominent hits like Lava Blaze Curve, Lava
Blaze Pro 5G, Lava Blaze 2 5G and Blaze 5G.
The campaign introduces Lava Blaze X, a disruptive new model that offers numerous high-end
features at a very affordable price point. The campaign leverages this value proposition and takes a
creative leap where people- feeling betrayed by their currently owned phones when compared to
Blaze X resort to violently breaking them.
Gautam Gambhir comes across as a very apt choice for the campaign as he is known for his
aggressive demeanor and an upfront on field persona. It perfectly symbolizes what Blaze X stands for
– the undisputed champion of its segment.
The film unfolds in two parts – the first segment introduces Gambhir in an unusual temperament
creating inquisitiveness amongst the viewers. The second segment reveals the features of the new
Lava Blaze X which is brand’s latest offering to the Blaze fans.
Links to the film:
 https://www.youtube.com/watch?v=LuD-GgYX8Eo
 https://www.youtube.com/watch?v=uTVvlT3Y_C0
Commenting on the launch, Mr. Puravansh Maitreya, Marketing Head, Lava International Ltd., said
"The thought behind the campaign 'Blaze ka Craze' was to connect with the young audience of Blaze
series and introduce a product that is powerful, great looking and a true value for money. The film
rightly captures the excitement amongst the fans for the new Blaze X. I am grateful to Gautam for his
support to Lava and the fans of Blaze series.”
Commenting on the campaign Chandana Agarwal, President – North & East, said, 'Lava is all set to
change expectations from a phone, Blaze X is a perfect demonstration of this ambition, Gautam
Gambhir, an epitome of discipline and prescriptive behavior is used bring alive the impact of this
craze."
82.5 communication, Chief Creative Officer, Anuraag Khandelwal had this to say, " It was a perfect
collaboratives effort between the client and us to create something clutter breaking for a fantastic

product like the Lava Blaze X. We wanted to do something that'll create conversations and buzz on
social, so we went crazy, the passionate people at Lava backed it and Blaze ka Craze cha Gaya!"

82.5 Communications Creds
Agency
 Kiran Ramamurthy – Chief Executive Officer
 Anuraag Khandelwal – Chief Creative Officer
 Chandana Agarwal – President North & East
Creative Team
 Preeta Mathur – Executive Creative Director
 Hemant Vashista – Creative Director
 Siddharth Kutty – Creative Controller
 Mansi Choksi – Associate Creative Director
Production House: Roger That
 Director: Venky Puthran
 DOP: Anurag Solanki
Blaze X, the latest addition to the Blaze series is poised to redefine the 5G smartphone market,
offering unmatched performance and features in the sub-15K segment. By combining state-of-the-art
technology with affordability, Lava is not only meeting but exceeding consumer expectations. As the
brand celebrates over 15 years of excellence in the Indian market, the Blaze X stands as a testament
to Lava’s mission to provide accessible, high-quality smartphones to all. The collaboration with
Gautam Gambhir and the engaging campaign film underscore Lava’s commitment to making
advanced technology enjoyable and within reach for everyone.
The film will be promoted across digital platforms including YouTube, Facebook, and Twitter.