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Business News/ Special-reports / Native-content/  Realme: Wooing millennials like no other

Realme: Wooing millennials like no other

From top-notch video quality to a powerful camera to a sound battery life, both the Realme phones have everything that any youth needs.

Photo: RealmePremium
Photo: Realme
Photo: Realme
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Photo: Realme

What do millennials want? A question that many brands have been asking for the past decade or so. The generation of digital natives, who are social media savvy, and like personalised experiences, are not very easy to please. They are also the generation that has changed the way brands go about their business.

Although, as soon as brands had somewhat figured out millennials, they now have the Generation Z to deal with, those who have recently become adults and whose purchasing power will continue to grow significantly. The millennials and Generation Z are also the people who matter when it comes to phones. And they are particular and fickle, to say the least. They are used to easy access to everything, from food to cabs, and entertainment. For them, smartphones are not a luxury, but a part of their lives, a way of conducting their everyday business, while staying in touch with people.

So how does a brand connect with these people? What does it take for smartphones to reach out to these generations of users who won’t settle for anything less than perfect, especially when it comes to technology? It is particularly difficult at a time when perhaps every new model that comes up is the same, in terms of size, its operating system, camera, design, and battery life. There are very few brands that are able to pass the toughest test – that of appealing to these next-gen users.

Most recently, Chinese handset brand Realme has managed to pass this test, and with flying colours. So how did it navigate that road, especially being an extremely new brand?

Realme 1 is a dual-sim phone powered by a 2GHz octa-core processor, with 128GB of internal storage, which is expandable to 256GB; and, all of this starting at 10,990 only! This slick, good-looking phone boasted of a 4.4 rating and was the top-rated mobile phone in Amazon’s bestsellers rankings.

It was a mega hit with the youth. The phone had all that any millennial or Gen Z buyer needs—a powerful camera, top-notch video quality for Snapchats, Instagram videos, Facebook lives, great editing capabilities, enough memory, and a good battery life to last them through all of these adventures.

The new Realme 2 is even better with a 6.2-inch IPS LCD panel that takes up 88.8% of the body, which has a HD+ resolution. This version also betters the UI with ColorOS 5.1 based on Android Oreo 8.1. The animations and icons are better, and it even switches to a driving or a do not disturb mode. One of its very interesting features is that it uses machine learning to optimise power management. The best thing about this version is that the battery can last up to two days.

Photo: Realme
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Photo: Realme

When Realme 1 was launched in May this year, it garnered praise from all quarters for its design and affordability. Realme 1 offered a 6-inch touchscreen display with a resolution of 1080 pixels x 2160 pixels at a PPI of 403 pixels per inch. The phone has great picture clarity and resolution of a 13-megapixel primary camera and an 8-megapixel front camera.

Making a mark

Both the Realme phones have made a mark in a very short span of time.

Sample this: Realme 2 sold 370,000 units within 10 minutes across two sales on e-commerce platform Flipkart, setting the platform’s record for sales of a single mobile phone product.

This kind of success is based both on the quality and features the product offers, and the appeal as a forward-looking, youth-focussed brand it has for young customers.

Take the battery life for instance. Even the best smartphones in the market today on an average have batteries that last them through a day. So, for a prolific consumer of media, texting, and other services in the span of a day, a two-day battery life is a blessing.

Realme phones are also great for gaming enthusiasts. It features the Realme Game Space, which assists in lag-free gaming. Game Space has features like gaming acceleration, network protection, and no disturbance.

As a brand, Realme has managed to connect with its customers as it identifies itself as a brand for young people. Realme is a brand that shares their enthusiasm, optimism, and promise. It also recognises their belief in the possibility to create, acknowledges their breakthroughs, believes in change, is proud of their growth and success, admires their resilience, and wants them to forge their own path.

Combining a youthful design and competitive specs, Realme’s innovative products have attracted millions of users, making it a real threat to other international brands. Next, it will be available in the Middle East and Southeast Asia.

The youth connect

Realme is a brand of the young, by the young, and for the young. To drive home this message, the smartphone manufacturer recently came out with a filmwhich features three youngsters living in New York City. One of them is an Indian boy, who, despite his educational commitments, chooses to follow his passion for boxing. Overall, the film captures the sentiments of the young and the restless—those who always find themselves at the threshold of infinite possibilities, but who are never afraid to dream. The young are all those who settle for nothing but the best; they are never hesitant to be their ‘real’ selves. In short, they are ‘proud to be young’!

Realme, therefore, believes in churning out products which resonate with this generation. Both its phones pack in a powerful punch—in terms of performance as well as style.

Today, Realme is one of the fastest growing smartphone brands in India, with the brand gaining 4th position in this fastest growing online smartphone market in just 30 days. Sample this: Realme 2 sold 2 lakh units on 1st sale and 1.7 lakh units during its second sale, successfully completing the sales of 1 million handsets! The brand even gained a 4% online market share in just 30 days in 2018 Q2, according to Counterpoint!

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Updated: 18 Jan 2019, 02:06 PM IST
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