Vivo: Not So Filmy

As pioneers of High Fidelity (Hi-Fi) music smartphones, the global smartphone brand, vivo, is set to redefine Indian music with its latest campaign, #NotSoFilmy, which is executed by Grey Group’s sub-unit, Batey. #NotSoFilmy is a movement by vivo to bring back India’s music identity through producing music for real and not reel. The campaign by Bateywas initiated with a video that showed up on social channels like YouTube, Facebook and Twitter. Two days after the video surfaced online, vivo offered a challenge on social media to three famous Indie musicians - Uday Benegal, Monica Dogra and Prateek Kuhad. They were to compose a not-so-filmy song for Diwali. Over the next 24 hours, conversations around this unique challenge peaked as each of the artistes engaged with fans on Twitter.