Brand News

LeEco Le 2 and Le Max2 Foray in Indian Smartphone Market with Fountainhead MKTG


The global internet technology giant, LeEco recently unveiled its 2nd Gen superphones, Le 2 & Le Max2 along with an e-commerce portal, LeMall. The devices that also claim to pioneer the futuristic audio technology – CDLA (Continual Digital Lossless Audio) standard were launched at an event, held on June 8 at Siri Fort Auditorium, Delhi.

At the mega launch, that had over 2000+ guests, LeEco also revealed CDLA Type-C earphone and its project of recruiting 200 “CEO”s. Here're the key highlights of the eventing, that was hosted by Mandira Bedi:

Fountainhead MKTG, the experiential marketing agency from the Dentsu Aegis Network, bagged the mandate to manage the end-to-end experience for the brand. From over 2000 registrations to managing specially created demo zones to exclusive one-on-one media interactions, everything was taken care by the agency. Well-attended by media professionals, key opinion leaders, Le superfans and Bollywood celebs, the show had an opening performance by Violin Queen’s Quartet, interspersed with presentations by Tin Mok, VP of Le Holdings and CEO, APAC; Atul Jain, COO, Smart Electronics Business, LeEco India; and a stellar rendition of the LeEco Brand Anthem by Bollywood’s musician Pritam & singer Nakash Aziz.

On creating the spectacular launch of LeEco phones, Deeksha Arora, VP and Branch Head – North, Fountainhead MKTG said, “The event excited us right from the word go; as it had some very interesting technology announcements by brand LeEco - with the first ever type C Audio Output with CDLA standard. We designed everything around the key thought “2 Future” signifying the launch of the much anticipated second generation of LeEco Superphones. Working with a brand that was supremely passionate about their latest products and technology was a great experience - An experience that we are hopeful to carry forward with us through many more projects together.”

Acknowledging the agency’s efforts, Meera Krishnan, Director Marcom — LeEco India shared, “The mandate given to the agencies pitching for the launch was to recommend ideas to ensure our 2000-strong guests have a brilliant experience – especially as our big news was “CDLA audio quality”. Fountainhead MKTG was in sync with our thought process and made relevant recommendations from design, to artists and even optimal utilization of spaces available. They worked closely with our internal team to deliver a great event. We thank Fountainhead MKTG team for their efforts.”