Lava International Engages Gen Z With Content Creator Sourav Joshi Endorsement

Indian challenger smartphone brand Lava International has teamed up with local content creator Sourav Joshi in a bid to reach Gen Z consumers. 

This collaboration mirrors Lava’s desire to engage with youthful consumers by understanding their preferences and delivering budget-conscious, high-quality homegrown smartphones. 

Gen Z icon Sourav Joshi is poised to strengthen the brand’s reach among the Gen Z, and comes at the start of the festive season to engage online consumers across multiple touchpoints

Following the partnership, Puravansh Maitreya, Marketing Head, Lava International, said “We are happy to partner with Sourav as his persona and influence resonates perfectly with Lava’s vision and offerings. We have consistently strived to engage our young TG across various channels, addressing their needs with greater efficiency. Through this collaboration, we aim to strengthen our connection with the young consumers and create meaningful value for them through our products and services.”

Sourav Joshiadded, “As Lava’s ambassador, I am excited to join hands with a company that shares my commitment to authenticity and innovation. This partnership offers a great opportunity to bring exclusive content and interactive experiences to my audience, keeping them engaged and informed. I look forward to this exciting journey with Lava, as we work together to inspire and connect with the youth of India.”

According to ASN data, Lava International’s last deal was a recent one with the Sri Lankan national cricket team’s last tour of India in late July and early August, and prior to that it had deals with the Super Fight League (SFL) in January 2021 and IPL franchise Punjab Kings for the 2024 season. Before its forays in the sporting world, the Indian brand had deals in the region between US$35k and US$100k for the Branded Content:TV and Bollywood award shows.