New Delhi, 21st May 2022: Aditi Rao Hydari, the Bollywood sensation is all set to walk the red carpet of 75th edition of Cannes Film Festival along with global smartphone brand vivo India. The association campaign has been conceptualized by a collaborative effort of Mixed Route Juice – a creative media agency along with Fetch India – a new age digital first Indian agency to curate unique experiences at Cannes.
Aditi Rao Hydari will team up with vivo India to bring their realistic vision through their #Mylifeisamovie campaign. The brand will bring light to this thought by part of an internationally recognized film festival commencing from 17th May till 28th May 2022.
The campaign is timed perfectly with the latest launch of vivo X80 series and blends in perfectly with product campaign- My life is a movie. With this experiential initiative, vivo takes the artist, the brand, and the proposition right in the mecca of movies the Cannes Film festival.
“At vivo, everything we do stems from a place of joy and optimism. And the smartphone plays a pivotal role in capturing this joy and making it last forever. It is a significant moment for both vivo and Aditi Rao Hydari as we make our debut at Cannes 2022. We look forward to capturing her maiden journey to Cannes 2022 on our flagship X80 series’ cinematic style video mode and make it a moment to remember” said Yogendra Sriramula, Director Brand Strategy, Vivo India.
Speaking about the experience, Amrita Sharma, Creative head and co-founder Mixed Route Juice says “vivo Mobiles India has been a client for us over the past 4 years, but this is the first time we’ve scaled up to such a big experiential activation that has content creation at its heart. The choice of the celebrity, Aditi Rao Hydari, the venue, and the entire property just fits in and blend together the core thought of the product X80 “My life is a movie”. We will be documenting her journey at the Cannes film festival – the mecca of movies – and all of it will be shot on vivo by celebrity photographer Rohan Shrestha. The content will also feature in popular lifestyle magazines like Elle.”
“After two successful years of curating experientials with brands and celebrities at Cannes 2018 and 2019, Fetch is thrilled to be back at Cannes 2022 with Aditi Rao Hydari. The veteran actress will be making her debut appearance at the Red Carpet this year in association with vivo as part of their “My Life is A Movie” campaign. Fetch is a unique digital-first influencer and media agency that is known for being trailblazers amongst their industry’s genres. With Cannes 2022 being another feather to add to their cap, they look forward to disrupting the digital content landscape, one experience at a time” says Pankhuri Harikrishnan, co-founder Fetch.
A joint effort between Fetch India — a new-age digital-first Indian agency to curate unique experiences at Cannes and Mixed Route Juice a creative agency creating unique digital experiences for vivo India.
