Part human. Part tech.
Swipe is a tech company that believes in bringing innovative technology (smartphones, tablets, wearables and apps) within the reach of the urban Indian consumer. Our research showed that Swipe’s philosophy and brand purpose wasn’t that of a usual gadget company. Unlike other players in its overcrowded category, Swipe has a significant social conscience that aims at democratising technology to empower the masses. It was this insight that helped us define the brand’s core as being ‘human-tech’ and led to a strategic direction of social branding for Swipe.
CAMPAIGN : Live Your Faith
Having defined Swipe’s brand core as being part human and part tech, it was our aim to unify all aspects of the brand through a single affirmation. ‘Faith’ being a powerful sentiment, was identified as the definitive virtue of Swipe and ‘Live Your Faith’ as the resonating brand statement. Inspiring and youthful, it is reflective of the mindset of today’s generation and has limitless potential.
Live Your Faith, isn’t merely a positioning tool, but in fact a platform that will showcase uncommon tales of common people and their self-belief and determination in achieving their dreams. The idea became larger than life when we were given an opportunity to identify a celebrity who could be the face for the brand and embody the brand’s mantra. Thus, Priyanka Chopra was signed on as the Brand Ambassador and lends her success story to the campaign.
Brand Portal
Breaking convention of tech-spec based websites that focus on just the product, Swipe’s site is built to be a social platform. It is conversational, free flowing and reveals many aspects of the brand and invites consumers to be part of the journey. The product showcase section of the site doesn’t merely describe the gadgets, instead it illustrates how the devices can be of real use and benefit the customers.
