Home / Technology / HMD Vibe 5G: Lifestyle Statement Backed by Sanya Malhotra
HMD Vibe 5G: Lifestyle Statement Backed by Sanya Malhotra
6 Sep
Summary
- HMD launches new Vibe 5G smartphone in India's competitive sub-₹10,000 market
- Brand partners with actor Sanya Malhotra for vibrant campaign on "claiming your vibe"
- HMD's strategy focuses on optimizing user experience, not just specs
In September 2025, HMD has made a bold move into India's competitive sub-₹10,000 smartphone market with the launch of its new device, the HMD Vibe 5G. The brand is positioning the Vibe 5G as more than just another specs-driven phone, backing it with a vibrant campaign featuring popular actor Sanya Malhotra.
For Malhotra, the campaign's message of "claiming your vibe" resonates personally. She explains that comfort, confidence, and self-expression define her connection with the brand, and she has been using HMD's devices, including the Barbie and Crest phones, highlighting their style and camera capabilities.
Looking ahead, Ravi Kunwar, CEO & Vice President of India & APAC at HMD, underlines that the company's strategy is to go beyond specifications in this commoditized market. He emphasizes that it's about how the device optimizes the user's day and enhances their life, not just a single feature. The new campaign serves as a brand refresh aimed at India's Gen Z and young millennials, with lifestyle, AI-driven utility, and digital wellbeing at the core.
Kunwar also points out that with smartphone demand in India nearing 50 million units annually, HMD now has a full-line presence, from sub-₹10,000 models to higher mid-range devices. Partnerships with talent like Malhotra and innovations around AI, he notes, will be critical to building the brand's next phase of growth.
