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Time of India
13-06-2025
- 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.
New Straits Times
31-05-2025
- New Straits Times
#TECH: Flagship features in affordable package
IF you've ever wondered whether a smartphone could keep up with your fast-paced life, all while delivering great performance and premium features, the new realme GT 7 might just be your answer. Billed as the 2025 'Flagship Killer', this device has some worthy features. I've been testing the GT 7 Dream Edition for over a week, taking it through its paces in various conditions. Going the distance Let's start with what matters most to power users: battery life. The GT 7 houses a massive 7,000mAh Titan battery, and yes, it performs well. On a typical day involving social media, photography, navigation, and streaming, I ended the day with more than 30 per cent left in the tank. On of the things I like about the phone is its 120W Ultra Charge feature. Plug it in for just 14 minutes and I could get at least 50 per cent charge. So what about a full charge? The phone basically did it in about 40 minutes. You could have your phone fully-charged while sipping a cuppa at a coffee outlet. Realme also introduces a Smart Bypass feature keeps things cool and helps prolong battery lifespan, which is a welcome addition for long-term reliability. Photography performance As someone who regularly uses a phone camera for work and leisure, I was especially keen to see how the Sony IMX906-powered AI Travel Snap Camera, used by this phione, performs. I managed to take some shots in Penang recently during my weekend getaway. Daytime shots are crisp and detailed, with rich colours and good dynamic range. The AI clearly does its job in enhancing scenes without overprocessing. On low-light performance, which is complicated for many phones and event camera, the GT 7 surprised me. Noise is well controlled, and the AI glare removal is particularly helpful when shooting near artificial lights. For portraits, the depth mapping is accurate, and subject separation is sharp. Skin tones are natural, and background bokeh is pleasantly soft. Meanwhile, landscape photography benefits from the camera's wide dynamic range and clarity. Whether it's greenery under the afternoon sun or twilight cityscapes, results were consistently good. Besides that, the phone also has a feature that is the 4K Underwater Mode. On video, thanks to Dolby Vision support and the ability to record cinematic 4K video at up to 120fps. Design and look The realme GT 7 Dream Editiob is a looker, especially with the Aston Martin Formula One Team touch. Finished in Aston Martin Racing Green, with aerodynamic flow lines and a Silver Wing emblem, the phone is a tribute to British engineering and racing heritage. The exclusive box set includes a custom phone case and even an F1-inspired SIM pin, a thoughtful nod to fans of speed and luxury. The IceSense Graphene back panel not only aids in heat management, but also offers a cool-to-the-touch sensation that's unlike most phones I've used. It's comfortable, sleek, and modern. Its 6.78-inch Amoled Pro-Esports Display is vibrant and extremely bright, 6,000 nits peak, to be exact. Even under harsh sunlight, visibility is excellent. The display is fluid, responsive, and ideal for gaming or content consumption. And with IP69 dust and water resistance, this phone feels ready for anything, whether it's a beach day, rain-soaked commute, or rough-handling at work. Performance Under the hood is the MediaTek Dimensity 9400e chipset, and it's as fast as you'd expect from a flagship. Apps launch quickly, multitasking is seamless, and games run without hiccups. But what really sets the GT 7 apart is its AI integration. The AI Planner is a standout tool, letting you create and manage tasks with a double-tap. Over time, it learns your habits and helps streamline your day. It's like having a built-in PA. The phone also features Gemini AI, enabling tools like AI Eraser 2.0, AI Translator, and AI Tools 2.0 — handy for real-time communication, advanced editing, and content generation. Conclusion The realme GT 7 isn't just another Android flagship — it's a comprehensive tool for people who want performance, design, and innovation without compromise. The camera system holds its own in nearly all conditions, the battery life is industry-leading, and the AI features genuinely improve daily use. Whether you're a content creator, a frequent traveller, or just someone who wants more out of their phone, the GT 7 delivers. The GT7 is priced at RM2,599 (12GB + 512GB), while the GT7T comes in at RM1,999 (12GB + 512GB). The GT7 Dream Edition retails for RM2,999 (16GB + 512GB).
Hans India
29-05-2025
- Automotive
- Hans India
Realme launches GT 7 series in India
Hyderabad: realme, a smartphone brand unveiled realme GT 7 Series in India and Paris. The GT 7 Dream Edition was co-created with the Aston Martin Formula One Team, making its official debut as the first co-branded smartphone. Anuj Sidharth, Director, MediaTek, said: 'Our collaboration with realme on the GT 7 reflects a shared commitment to bringing flagship innovation closer to Indian consumers. As the first smartphone in India to feature the MediaTek Dimensity 9400e, this launch is a true milestone in our India-first approach.'
Time of India
28-05-2025
- Automotive
- Time of India
Realme GT 7 series sale date is out: Launched with 7,000mAh Titan battery, Android 15, 32-megapixel front camera, and more
Realme GT 7, GT 7 Dream Edition, and Realme GT 7T launched: With the release of the Realme GT 7 and 7T Dream Edition, Realme is poised to expand the Indian smartphone market significantly. These eagerly awaited gadgets are expected to offer flagship-level performance at a reasonable cost. The Realme GT 7 and 7T Dream Edition are creating a lot of excitement thanks to their cutting-edge features, which include lightning-fast processors, sophisticated camera systems, and stylish designs. However, what can we anticipate from these gadgets? What are their features, costs, and specifications? When will you be able to get them? Discover all there is to know about the Realme GT 7 and 7T Dream Edition by delving into the specifics. Realme GT 7 specifications The 6.78-inch Gorilla Glass-protected LTPO AMOLED display of the Realme GT 7 5G has an FHD+ resolution of 1264x2780 pixels and a refresh rate of 120 Hz. Together with 8GB or 12GB of RAM and 256GB or 512GB of internal storage, it is powered by a MediaTek octa-core processor with clock speeds of 3.4 GHz for single core, 2.85 GHz for tri-core, and 2 GHz for quad-core. The gadget has a triple back camera arrangement with a 50MP primary sensor, an 8MP ultra-wide-angle lens, and a 50MP telephoto lens with 2x optical zoom. It can shoot 8k video at 30 frames per second. It runs Android 15. A 32MP wide-angle lens and 4K video capture at 60 frames per second are features of the front camera. It has a massive 7000mAh battery supports 5G and 120W ultra-fast charging using a USB Type-C connection. Realme GT 7 Dream Edition specifications Alongside the Realme GT 7 and Realme GT 7T, Realme also announced a special GT 7 Dream Edition. The Aston Martin Aramco Formula One Team and the firm collaborated on the design of this phone. 'Formula One Team' is inscribed in silver on the back, along with the silver wing logo and Aston Martin's distinctive green color. An F1 racecar SIM card pin and a Silver Wing phone case that mimics the Aston Martin F1 racecars are included in the special package with the Realme GT 7 Dream Edition. It differs from the standard version in that it provides personalized backgrounds, icons, and themes. The phone has 512GB of storage and 16GB of RAM, yet it still has the Realme GT 7's specs. Also Read: Infinix GT 30 Pro India launch date confirmed: Expected to come with 1.5K AMOLED display, 5,500mAh battery, 108MP primary camera, and more Realme GT 7T specifications The 6.62-inch FHD+ AMOLED screen of the Realme GT 7T 5G has a refresh rate of 120 Hz. It has a Qualcomm Snapdragon 870 5G processor, 256GB of internal storage, and up to 12GB of RAM. Android 11-based Realme UI 3.0 powers the gadget. It sports a 16MP front camera and a dual back camera arrangement with a 64MP primary sensor and a 2MP macro sensor for shooting. The phone has a 5000mAh battery, 5G connection, and 65W fast charging capabilities. Realme GT 7, GT 7 Dream Edition, and Realme GT 7T price , offer, and sale date in India The 8GB RAM + 256GB storage model of the Realme GT 7 costs Rs. 39,999, while the 12GB RAM + 256GB storage model costs Rs. 42,999. The 512GB of storage and 12GB of RAM cost Rs. 46,999. IceSense Black and IceSense Blue are the color options available at launch. The 8GB RAM + 256GB storage edition of the Realme GT 7T costs Rs. 34,999. The 12GB+256GB and 12GB+512GB RAM and storage variants cost Rs. 37,999 and Rs. 41,999, respectively. Racing Yellow, IceSense Blue, and IceSense Black are the colors available for purchase. Customers can acquire the Realme GT 7 and Realme GT 7T, which have beginning prices of Rs. 34,999 and Rs. 28,999, respectively, using bank incentives. The devices will go on sale on May 30 at noon through Amazon and Realme's online stores, and pre-booking for the lineup has already begun. Lastly, the Realme GT 7 Dream Edition costs Rs. 49,999 and has a single 16GB RAM + 512GB storage option. It comes in the shade of Aston Martin Racing Green. This model will go on sale on June 13. For the latest and more interesting tech news, keep reading Indiatimes Tech.
