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Time of India
a day ago
- Automotive
- Time of India
Realme revs up marketing strategy as smartphone landscape matures
On an idyllic morning in Paris, France, a group of 28 influencers and journalists from India boarded a bus heading to the Realme GT 7 Series launch event. One of the largest events planned by the smartphone brand this year, the launch was attended by tech and lifestyle creators, journalists and Realme fans from across the world. The GT 7 Series represents Realme's most premium smartphone range, touted as its flagship killer, boasting the highest specifications of any Realme device to date, alongside cutting-edge technology and design. At just seven years old, Realme has become the sixth largest smartphone OEM in the world, with India emerging as one of its leading markets globally. Globally, the smartphone market is witnessing a slowdown, if not a contraction in growth. Smartphone technology has plateaued, with flagship models increasingly re-launching with similar specifications and only peripheral updates each year. With the exception of Apple, very few smartphone brands invest meaningfully in branding, instead relying on product marketing, price points or design to capture consumer attention. The diminishing returns of this approach are becoming apparent, with limited innovation in hardware, imaging technology and software, barring the advent of AI. Realme has differentiated itself by focusing on core aspects like battery life and device cooling, as well as through high-impact collaborations. The GT 7 Series launch was marked by the announcement of a three-year partnership with the Aston Martin Formula One team, alongside the unveiling of a limited edition GT 7 Dream Edition. During the event, Chase Xu, who leads the global marketing efforts for Realme, stated that the brand is consciously shifting away from competing solely on price and is instead focusing on innovation, particularly in the mid-to-high-range smartphone segment. This strategic pivot will also be reflected in the brand's marketing efforts, which will become more narrative-driven, emphasising how consumers engage with smartphones in their daily lives. 'We have strong products, but what comes next is equally critical, building a better system through marketing, retail and support,' said Xu, specifically in the context of the Indian market. In a conversation with ETBrandEquity, Chase Xu, VP and CMO, Realme, and Clutch Wu, product marketing specialist, Realme, spoke about the brand's strategy for 2025. Edited Excerpts What is your vision for the Indian market with this premium segment, and how does it integrate with Realme's overall growth strategy? India has always been a strategic market for Realme, but now it has become the anchor for our premium play. The GT series is not just another flagship; it represents our ambitions in the mid-to-high-end segment, and India is at the centre of that push. We have undertaken extensive research and user consultations in India to understand what our consumers expect from a premium smartphone. The feedback was clear: performance and imaging are top priorities. So, the GT series, across its Pro, Standard and T lines, is crafted with those precise needs in mind. But building a premium product is only the beginning. We are now investing heavily in three other areas: marketing that educates and inspires, retail experiences that elevate discovery, and sales support that builds long-term trust. For Realme, the goal is not just selling high-end phones, it is about creating an ecosystem where Indian users feel seen, heard and valued. Will the Aston Martin collaboration be extended beyond the GT series to other product categories like the number series? We view strategic collaborations as brand-building vehicles, not just design exercises. The Aston Martin partnership is significant, it's a three-year agreement that signals how seriously we're approaching the premium segment. For GT, this collaboration reinforces key values like performance, speed and luxury, all of which are aligned with both brands. That said, the number series, which appeals to a younger, lifestyle-driven user base, will also see blockbuster cultural collaborations. While GT is about tech sophistication, the number series will lean into entertainment and pop culture. We want users to say, 'This phone understands me'. So yes, collaborations will extend beyond GT, but will be customised to the ethos of each product line. Is the three-year deal with Aston Martin fixed, or is there room to extend it further based on performance? Also, do these tie-ups really help with sales? Three years is already a significant commitment, especially with a brand as selective as Aston Martin. Luxury carmakers are extremely cautious about brand alignment. It took us time and effort to secure this partnership, and we consider it a strategic brand milestone. Of course, there is potential to extend the collaboration if we continue to deliver innovation and excitement. But I want to be clear, this is not just about sales. Yes, our previous special editions, like the Coca-Cola and (Naoto) Fukasawa collaborations, sold out very quickly. But what matters more is what they say about us as a brand. The GT Aston Martin edition is a global limited release. While we are confident it will sell out, our priority is brand resonance, not unit economics. We want users to feel that this is a product born from a shared vision of speed, performance and artistry. What message does Realme hope to convey to Indian consumers through this collaboration with Aston Martin? There are three messages we want to land: First, Realme is serious about building premium hardware. From materials to finish, every detail is crafted to feel high-end. Second, the collaboration embodies performance and speed, GT and Aston Martin F1 share that DNA. Third, it is about design as identity. Aston Martin is not just about power, it's about poise, elegance and British craftsmanship. We want that design sensibility to come through when users hold the phone. Ultimately, we aspire to be known as 'the Aston Martin of smartphones', bold, precise and aspirational. You have introduced technologies like silicon carbon batteries and AI Planner in the GT line. Will these innovations appear in other Realme products? Yes, that is very much the plan. The GT series will always be our innovation showcase, but once technologies mature, we want to democratise them across our portfolio. For instance, our silicon-carbon battery and AI Planner will soon be available in more accessible models, because we believe innovation should not be locked behind price barriers. Realme was built on the principle of technological inclusivity, and we intend to keep it that way. In an increasingly saturated market, what else can we expect from Realme in terms of innovation? Innovation and differentiation are the pillars of our India strategy. When we launched in 2018, our slogan was 'Dare to Leap'. That ethos still defines us. Going forward, expect bold moves in two areas: design and technology. Our new 7,000 mAh battery on the GT7 is an industry first. We're also working on differentiated product IDs i.e., phones that look, feel and function in ways that surprise users. But beyond specs, branding will be critical. Indian users don't want more generic devices with incremental upgrades. We want to deliver emotionally resonant experiences, especially for Gen Z and millennials. This includes localised collaborations, culturally relevant campaigns and deeper storytelling. What does the product roadmap for India look like in the coming year? We are streamlining our lineup to focus on four core series: GT Series – our high-end innovation flagship. Number Series – reduced in volume but elevated in quality. P Series – designed for online-first consumers, combining value with performance. C Series – entry-level but feature-rich, offering flagship experiences at an affordable price. Each line is being repositioned with a sharper identity based on user feedback and behavioural insights. You previously aimed for a 50 percent growth in market share this year. With six months behind us, are you still on track? Yes, we are very much on track. The Indian market is critical to us, and we are dedicating disproportionate attention and resources here. While Q1 saw a contraction in the overall market, Realme grew its share, which is a testament to both product-market fit and user trust. We do not just want to grow, we want to grow sustainably and meaningfully. In the second half of the year, there are three important battles we need to win: first, ensuring strong sales for the GT series; second, continuing momentum for the number series; and third, capitalising on the Diwali season. If we perform well in all three, we are confident we can achieve the growth goals we set last year. What is your global marketing strategy, and how is it evolving for markets like India? What role will influencer marketing play? We are refining our global marketing strategy by investing more in branding and mid-to-high-end product lines. The goal is to move beyond talking about specs and instead tell stories that inspire young users. Our marketing will be bolder. Strategic collaborations are central to this vision, and we will roll out partnerships that are not typically seen in the industry. The way we present our products has also changed. During our recent keynote, Amanda (Zheng, senior marketing manager, Realme), shared real-life user stories. That human element is something we will continue to develop in future campaigns. For the Indian market, localisation is key. We have launched India-exclusive colours for the 14 Pro series and will introduce more features designed for Indian users. We will also work with local Indian partners to create co-branded campaigns that truly resonate with the audience here. Can you share any upcoming India-specific collaborations? We are particularly keen to collaborate with Indian motorcycle brands. There is strong alignment in the themes of performance, speed and youth appeal. How are you approaching influencer marketing in India? We understand that a large audience in India prefers to shop through video and follow content creators. Influencers and vloggers offer a more narrative-driven approach, which helps integrate Realme into users' daily lives. Rather than simply discussing technical specifications, creators can highlight how the phone performs in real-world scenarios. For instance, showing our camera performance during a shopping trip or party helps users relate to how our products fit into their own lifestyle. You have spoken about prioritising innovation over price points and simplifying product lines. Are you seeing more willingness among consumers to invest in better phones? Yes, we are. The decision to simplify our product lines stems from listening to our users. We found that success does not come from launching more models but from focusing on quality and user satisfaction over time. This philosophy takes us back to our roots. When we launched Realme 1, it became a viral hit. It sold 1,00,000 units within 10 minutes because it offered excellent design, performance and imaging at a highly competitive price. Today, we want to recreate that kind of excitement. Our aim is to develop phones that users genuinely believe outperform everything else available at their price point. That means fewer but more impactful launches.
NDTV
31-05-2025
- Automotive
- NDTV
"It's A Collaboration Beyond Just Aesthetics Of Aston Martin F1 Cars": Chase Xu
The collaboration between Aston Martin and realme, marked by a three-year licensing partnership, has culminated in the unveiling of the GT7 Dream Edition smartphone. This co-engineered device merges Aston Martin's iconic design language with realme's cutting-edge mobile technology, signalling a new era in luxury mobile experiences. During the unveiling, we had the opportunity to speak with Mr. Chase Xu, Vice President and CMO, realme, and pose a few questions. The exchange is detailed below. What does this collaboration bring to the table for both brands - strategically and creatively? The collaboration with the Aston Martin Aramco F1 Team has profoundly influenced the GT7 Series, elevating it from a high-performance smartphone to a design icon. This partnership brought a century of British automotive craftsmanship into the realm of mobile technology. The GT7 Dream Edition features the iconic Aston Martin "Silver Wing" emblem, meticulously recreated through a triple-layer engraving process, where each 0.1mm feathered groove symbolizes the brand's legacy of precision. The phone's aerodynamic two-wing design draws inspiration from the high-speed airflow trails of Formula One cars, giving it a sculpted, dynamic form that feels both futuristic and timeless. The signature Aston Martin Green finish, achieved through a five-layer paint process and hundreds of calibrations, adds a tactile richness and visual depth rarely seen in smartphones. This collaboration wasn't just about aesthetics, it was about embedding a philosophy of performance, luxury, and legacy into every detail of the GT7. When you're designing a product that merges two distinct brand identities, where do you begin? It all begins by identifying shared values and crafting a unified vision. For GT7, that meant focusing on themes like precision engineering, speed, elegance, and innovation. Once those commonalities are established, the design process becomes a dialogue between aesthetics and functionality. It's not about overpowering one brand's identity but fusing both into a seamless, elevated experience. Teams from realme and the Aston Martin F1 team worked hand-in-hand, from ideation to prototyping, to ensure every detail reflected both brands' DNA. This collaborative approach allowed the GT7 to feel like a genuine co-creation, rather than a cosmetic rebrand. Was there a specific car model or design philosophy from the auto brand that inspired the product design? The design is heavily inspired by Aston Martin's Formula One legacy. The aerodynamic "two-wing" layout of the phone mimics the airflow trails seen on F1 racecars, merging form and function. Every curve and line on the GT7 Dream Edition is designed to evoke speed and movement, giving the user a sense of momentum even before they power on the device. In terms of philosophy, the emphasis on handcrafted detailing, precision surfaces, and legacy-driven elegance draws from Aston Martin's core values. It's not just about looking good; it's about feeling engineered, purposeful, and elite. How did you ensure the product doesn't feel like just a sticker job or co-branding gimmick? Authenticity was non-negotiable. This wasn't about slapping a logo on the back of a phone, it was a deep design integration from the ground up. The materials, the paint, the ergonomics, the UI, all were co-developed with the Aston Martin F1 team to ensure the final result felt like an extension of their design language, not a shortcut. This commitment to detail, from over 100 paint calibrations to the engraving of the Silver Wing emblem, ensured the device had substance, not just style. When users interact with the GT7 Dream Edition, they'll feel the difference in every touchpoint. Who is the ideal customer for this product - the tech enthusiast, the car fan, or someone else entirely? This product is for the aspirational user at the intersection of technology and lifestyle. Yes, it speaks to car enthusiasts who revere Aston Martin's legacy, and yes, it delivers the kind of specs that serious tech users demand. But most importantly, it's built for those who want more than utility, they want status, story, and sophistication. It's for the young entrepreneur who lives fast and works smart, the content creator who needs power and personality, the gamer who values cooling and battery life, and the design lover who appreciates thoughtful craftsmanship. It's a phone that says as much about who you are as what you do. Is this collaboration a one-off or can we expect more crossovers like this in the future? realme has always embraced creative crossovers as a brand strategy, whether with luxury designers, pop culture icons, or now automotive legends. While we can't comment on future launches just yet, the success and buzz around the GT7 Dream Edition certainly opens the door for more partnerships of this caliber. What's exciting is that these collaborations don't just bring fresh designs, they shape product philosophy, drive innovation, and create emotional relevance. As long as the vision and values align, we'll continue exploring opportunities to co-create with icons across industries. How much do partnerships like this actually move the needle in terms of capturing customer attention? Creative partnerships have been a cornerstone of realme's growth strategy, helping the brand evolve into a youth-centric, design-forward, and culturally relevant player in the global smartphone market. These collaborations have allowed realme to tap into diverse communities-from fashion and gaming to luxury and fine arts-creating products that go beyond functionality and speak to lifestyle, identity, and emotion. Over the years, realme has partnered with some of the most respected names in design. The realme 11 Pro Series 5G featured a premium "master design" created in collaboration with Matteo Menotto, a former Gucci designer, bringing high fashion sensibilities to smartphone aesthetics. The realme 12 Pro Series 5G continued this legacy by teaming up with Ollivier Savéo, a former Rolex co-designer, to deliver a timepiece-inspired design that blended elegance with precision. Most recently, the realme 13 Pro Series 5G showcased a unique artistic vision through a partnership with the Museum of Fine Arts, Boston, resulting in a Monet-inspired design that brought fine art into the hands of everyday users. The realme 14 Pro Series 5G introduced a unique temperature-sensitive color-changing design co-created by Danish design studio Valeur Designers, known for their long-standing collaboration with Bang & Olufsen. This partnership brought a touch of Nordic craftsmanship to the device, enhancing its premium appeal. These collaborations have not only elevated the visual appeal of realme's products but also helped the brand build emotional connections with its audience. Limited-edition models like the GT Neo 3 Naruto Edition and the realme 10 Pro Coca-Cola Edition generated massive buzz and brought niche fan communities into the realme ecosystem. Now, with the GT7 Series and the Aston Martin Aramco F1 Team collaboration, realme is entering the world of luxury and motorsport, appealing to aspirational users who value both performance and prestige. Together, these partnerships have helped realme stay ahead of design trends, experiment with bold new aesthetics, and reinforce its position as a brand that understands and celebrates youth culture. They've also contributed significantly to realme's global growth, especially among Gen Z and millennial consumers who are looking for products that reflect their values, passions, and personal style. What are some standout features or design elements that make this collaboration truly unique for users? The realme GT7 Series is packed with innovations that push the boundaries of what users can expect from a flagship smartphone. At its core is the MediaTek Dimensity 9400e chipset, built on TSMC's 4nm process, which delivers top-tier performance and efficiency. This processor enables stable 120fps gaming, making it ideal for titles like PUBG and BGMI. Complementing this is the 7000mAh Titan Battery, the largest in its class, paired with 120W Ultra Charge technology. This combination not only eliminates power anxiety but also achieves TÜV Rheinland 5-Star Battery Certification for safety and longevity. The Smart Bypass charging system further enhances battery health by directing power straight to the motherboard during gaming. On the design front, the IceSense Graphene structure offers industry-first thermal management, while the AI Travel Snap Camera, featuring Sony's IMX906 sensor and Lightning Snap algorithm, delivers ultra-fast, high-quality photography, even underwater in 4K. These advancements are rounded out by the NEXT AI suite, which includes tools like AI Planner, AI Eraser 2.0, and AI Gaming Coach, making the GT7 a truly intelligent companion. Did the collaboration influence just the visual design, or are there performance or interface changes too? Definitely. Designing a product that embodies both high-performance engineering and luxury craftsmanship meant our teams had to think beyond conventional smartphone design boundaries. Achieving the Aston Martin Green required over a hundred calibrations. The triple-layer engraved emblem and aerodynamic "two-wing" profile were new territories for a smartphone form factor. These challenges pushed the design and materials teams to experiment, iterate, and refine every detail to meet the standards of both brands. It wasn't just about delivering a phone, it was about delivering a statement piece.
Time of India
27-05-2025
- Automotive
- Time of India
Realme GT 7 series launches in India
Realme, on Tuesday, launched its realme GT 7 Series in India, in sync with its global launch in Paris. it also announced realme GT 7 Dream Edition , co-created with the Aston Martin Formula One Team, making its official debut as the first co-branded smartphone with AMF1. It features a 7000mAh Titan Battery paired with 120W Ultra Charge—powering up to 50% in just 14 minutes, and 100% in only 40 minutes. With Smart Bypass technology to reduce heat and extend battery life, the GT 7 also becomes the first smartphone globally to earn the TÜV Rheinland 5-Star Battery Certification. The smartphone runs on the India's first MediaTek Dimensity 9400e chipset, built on the advanced TSMC 4nm process. The device goes on sale on May 30. Commenting on the launch, Realme spokesperson said, 'With the realme GT 7 Series, we're redefining what it means to be a flagship killer in 2025. From the debut of our Dream Edition co-created with the Aston Martin Formula One™ Team, to innovations like the AI Planner and IceSense Graphene cooling, every detail has been engineered to push boundaries. The GT 7 Series is a bold step forward in our journey to democratize cutting-edge technology, making premium experiences accessible, desirable, and unapologetically performance-driven.' Also debuting on the realme GT 7 is the AI Planner, a first-of-its-kind smart scheduler that lets users create and manage daily tasks with a simple double tap. Photography is equally elevated with the Sony IMX 906-powered AI Travel Snap Camera, featuring the World's First 4K Underwater Video Mode, AI glare removal, and advanced lightning snap. It supports Dolby Vision along with 8K at 30fps and 4K at 120fps video recording for stunning cinematic content. The phone also boasts a 6.78-inch AMOLED Pro-Esports Display with 6000 nits peak brightness and IP69 water and dust resistance, engineered for durability and clarity in every condition. Realme GT 7 Dream Edition: Specifications and features The realme GT 7 Dream Edition, developed in collaboration with the Aston Martin Formula One™ Team, is a fusion of motorsport excellence and cutting-edge smartphone engineering. Designed in the signature Aston Martin Racing Green, it features an aerodynamic flow-lines design, engraved Silver Wings Emblem, and comes with an exclusive collector's box that includes a Silver Wing case and a race car-inspired SIM ejector pin. Built for fans of performance and luxury, it's a limited-edition showstopper. Realme GT 7T: Specifications, hardware, features Also launched today is the realme GT 7T, powered by the MediaTek Dimensity 8400-MAX chipset. It carries forward the flagship experience with the 7000mAh + 120W Ultra Charge, IceSense Graphene back, and the AI Planner, offering high-performance at a more accessible price point for Indian users. AI, Reinvented: Realme x Google Gemini The GT 7 Series is also the first in its segment to integrate Gemini AI, Google's cutting-edge multimodal AI model. realme and Google have co-developed smart features like AI Translator, AI Eraser 2.0, and AI Tools 2.0 for real-time translation, intelligent photo editing, and content creation—empowering creators, professionals, and students across India.
