Mumbai: FCB Kinnect and vivo are thrilled to introduce [X-Lens], an exciting reality content venture on Disney + Hotstar, marking vivo India's first foray into this domain. [X-Lens] is designed to elevate the [vivo X90 Series] as the ultimate device for 'Extreme Expression' in the premium phone category while fostering a passionate community of loyal photography enthusiasts who will evangelise the brand product.

The two-fold objective behind the campaign is to position the ‘vivo X90 Series’ at the forefront of the premium phone market, demonstrating its superior photographic capabilities, and to create a vibrant community of photography enthusiasts who would champion our brand. FCB Kinnect has conceptualised the campaign.

Hosted by the charismatic Keith Sequiera and featuring some of India's top photography talent as judges, [X-Lens] follows a competitive reality show format where photography enthusiasts compete for the coveted title of [Vivographer]. The esteemed Vivographer will be a brand ambassador for vivo's flagship devices, embodying the spirit of 'Extreme Expression' in their photographic endeavours.

Participants on [X-Lens] undergo a series of thrilling challenges, pushing the boundaries of creativity, and exploring the remarkable features of the vivo X90 Pro camera. Brave contestants venture into diverse and demanding conditions, aiming to capture the most exceptional photographs that exemplify 'Extreme Imagination.' As these skilled photographers embark on their journey, the vivo X90 Pro is a worthy partner, showcasing its prowess as a high-performance tool capable of capturing stunning imagery even under challenging circumstances.

Speaking on the campaign's launch, FCB Kinnect COO Chandni Shah said, “X-Lens is vivo’s first foray into reality content and OTT content on Disney + Hotstar. When X-Lens was conceptualised, the intent was to showcase the incredible capability of the device and its ability to perform under extreme conditions. Packaged with a ‘reality show’ format that creates extreme viewability and resonance among our relevant audience, this exceptional partnership between FCB Kinnect and vivo has resulted in an enthralling reality show that delivers top-tier entertainment and beautifully showcases the true essence of the vivo X90 Series."

Commenting on the unique campaign, vivo India head - corporate strategy Geetaj Channana said, “vivo’s X series has set new benchmarks when it comes to photography capability of a smartphone. All our X series smartphones launched so far received phenomenal response from consumers. Hence, we wanted to create something unique that showcased advance camera capabilities of X90 series under extreme conditions.

We are excited to collaborate with Disney + Hotstar for this captivating reality show format that creates extreme viewability and resonance among our relevant audience, and we are confident of strong audience interaction.”