Global smartphone brand vivo has launched a new campaign through a brand film that enhances its brand purpose – ‘Live the Joy’.

Through this film, titled “Where your loved ones are, is #WhereJoyLives”, the company seeks to help people understand that they don’t need to look too far for happiness, as they can find it with the people who mean the most to them – their families. This campaign additionally highlights how “we truly find joy when we express our love” by depicting small, cherished moments of familial bliss and bonding, and emphasizes how success, achievement and recognition pale in comparison to connecting with your loved ones.

The two-and-a-half-minute long minute video, conceptionalized by FCB India and directed by Neeraj Ghaywan, revolving around three stories and three protagonists – one moving abroad, one pushing herself to work till midnight, and one having a disagreement with her young daughter. The film highlights the role technology plays in connecting these protagonists to their loved ones and bringing them treasured moments of joy.

Geetaj Channana, Head, Corporate Strategy, vivo India, states that the purpose of vivo is to ‘Create joy for consumers by connecting them with the ones they love and helping them express this love through simplified technology and experiences’, and that it is vivo’s responsibility to help nudge people towards finding joy. Through this campaign, they hope to inspire people to invest more time with their families.

Swati Bhattacharya, Creative Chairperson, FCB India said, states that the “Where joy lives” campaign is a nudge to the people who are consumed by their ambition to take a pause and try looking for joy closer to home, as that is where they will end up finding it.

Released on YouTube, vivo’s new film has been a resounding success, receiving 107 million views in just a few days along with a flood of positive, heartfelt comments. vivo additionally aims to promote the film across various other platforms like Facebook and Twitter.