HMD Goes Live with Issa Vibe Campaign Featuring their Brand Ambassador Sanya Malhotra, Championing a New Era of Self-Expression with HMD Vibe 5G

New campaign, fronted by Sanya Malhotra, signals a strategic shift from specs to lifestyle, targeting Gen Z with a message of self-expression and individuality.

Bengaluru – 22^nd September, 2025– HMD today launched its vibrant new brand film, marking a significant refresh for the brand in India. The film stars acclaimed actor and HMD brand ambassador Sanya Malhotra, and introduces the HMD Vibe 5G, a device designed to empower India’s youth to claim their unique identity and style.

The campaign’s core message, “Claim Your Vibe,” moves beyond technical specifications to focus on how a smartphone integrates into and enhances daily life. It celebrates individuality, confidence, and the authentic self-expression that defines Generation Z and young millennials.

Ravi Kunwar, CEO & Vice President of India & APAC, HMD, emphasized the strategic shift, stating, “In a market that often focuses solely on specs, we are making it about the experience. It’s about how the device optimizes your day and enhances your life, not just a single feature. Our partnership with Sanya and the launch of Vibe 5G is a key milestone in our brand journey. With a full-line presence from sub-₹10,000 to higher mid-range devices, we are now positioned to win the hearts of young Indians by combining lifestyle, AI-driven utility, and digital wellbeing.”

The new brand film features Sanya Malhotra in a dynamic narrative that encapsulates the spirit of the campaign. Speaking on the association, Sanya Malhotra said, “Claiming your vibe is about owning who you are with comfort and confidence. That’s a feeling I personally connect with. My journey with HMD began with loving the style and camera of their special edition phones, and now with the Vibe 5G, it’s about how the device becomes a seamless part of expressing my creativity every day. The device is engineered to deliver a powerful, smooth 5G experience without compromising on the features that matter most to young users, packaged in a stylish, budget-friendly design. . It’s not just a phone; it’s a partner in my vibe.

The brand campaign has been designed by the Creative Director Rajesh Minocha, Co- Founder, And And Brand Partners. On this occasion, he expressed, “Our vision was to move beyond a product showcase and create a feeling—a pulse of youthful energy and self-assurance. We wanted to visually translate the joy and confidence of ‘claiming your vibe,’ and Sanya Malhotra embodied that spirit perfectly. Every frame is designed to inspire the audience to embrace their own unique identity.”

The integrated marketing campaign will harness bold digital storytelling across social platforms to spark conversations and build momentum. HMD will also tap into cultural moments such as Music Day and Social Media Day, creating authentic connections with its audiences. At retail touchpoints, vibrant POS materials will bring product features to life, ensuring a seamless and consistent brand experience across both online and offline channels. The campaign takes a 360-degree approach, spanning TV, Print, Digital, and Social Media for maximum impact.

Stay tuned for more details on the exciting milestones HMD has planned for 2025