#P20ProBattleLeague: A UGC initiative for quality brand recall!


Combining the passion for photography with the latest Leica triple camera setup  of Huawei P20 Pro, Huawei Consumer Business Group in association with Dabboo Ratnani, initiated a month long photography challenge – #P20ProBattleLeague, giving 20 selected photographers an opportunity to explore new, advance offerings of Huawei P20 Pro and showcase their talent.

Keeping #P20ProBattleLeague dynamic and exciting, the brand in association with photography ace Dabboo Ratnani shared four core themes – Macro-B&W, Windows, Metal and Streets. Rolled out in two phases, the first phase saw Ratnani choosing a top photographer for every theme from these 20 challengers, who used the brand new Huawei P20 Pro as their weapon in  the battle. In the second phase, the  winners of four themes competed against each other in the final,ultimate battle, wherein they were asked to share a photograph along with their story to describe  their journey of ‘becoming a Pro’ in the passion they pursue

Sharing his views on the initiative, Dabboo Ratnani, said, “I was amazed by the creative expressions that I witnessed as part of the contest. The whole concept of empowering imagination with technology was extremely interesting to begin with. The Huawei P20 Pro is the best Android device for photography aficionados, thanks to its variable 0.95 aperture, monochrome mode and zoom stabilization. The fact that no software tweaking of the final image is required is especially outstanding.”

Momentum around the challenge was builtwith constant social media buzz through exciting and engaging content with #CaptureMooore, a parallel contest campaign open for all to participate, wherein, Huawei released a new theme every four days as an extension of #P20ProBattleLeague, keeping fans and followers on their toes.

Further, the brand leveraged Ratnani’s role in the campaign actively on social media as the celebrity photographer shared videos of himself and milestone moments of the campaign on his profile, allowing the brand to reach out to the massive Dabboo Ratnani following.

For the ultimate motivation, Huawei announced a gratification of an Amazon gift voucher worth INR 50,000 with once in a lifetime opportunity for the winner to get featured in a specially curated Coffee Table Book by the brand. The book will also feature selected work ofother contestants along with that of the ace celebrity photographer, Dabboo Ratnani.

#P20ProBattleLeague witnessed high quality UGC pouring in as tech and photography enthusiasts shared path-breaking work.

A number of influencers that made a part of the initiative, leading #P20ProBattleLeague to gain full momentum and garnering quality reach and engagement, and registering great brand recall.

Well, they say misadventures often lead to memorable experiences and in turn, create long-lasting impact. My experience with photography has been no different. It was yet another gloomy day in Calcutta and my mood was in sync with the forlorn weather. It was as if somebody was stitching the blueprint for a tenebrous conspiracy- if the beastly impact of an unanticipated disaster was appalling enough, the aftershock was as gruesome as ever. I had to find my way and ‘hike’ for almost 45 minutes in the rain. I set off from Mullick Ghat, crossed the Howrah Bridge and the jam-packed Howrah Railway Station to the mythical Ramkrishnapur Ghat- that’s where it all happened. It was on that very day that I accidentally dropped the wide angle lens of my DSLR into the Ganges while shooting. Deathly silence loomed. I didn't know how to react because buying another costly lens as a student wasn't remotely possible. In this period, I had no other option but to stretch myself and make the best use of limited resources at hand; all I had was my not-so-smartphone with a modest camera. It was a difficult ride as my images were not sharp enough nor was the focus on point. But in this process, I learned the concept of framing and composition. At the back of my mind, I knew that if I got a good foundation of these two aspects, I could take my passion to the next level. And I did. When I won my first ever National Level Corporate photography competition in 2015, I realized that excellence in this form is all about your passion, intent and dedication. From then on, I have never looked back. Platforms like the #P20ProBattleLeague have been instrumental in my growth as a photographer. Thanks to @huaweiindia and @dabbooratnani for giving me an opportunity to showcase my work. Absolutely loved the experience of using the Leica powered triple camera, especially the aperture mode. I haven't seen such depth, clarity and color rendering output in any smartphone device so far. The light painting mode, including the silky water functionality, is absolutely mind-blowing. I reckon this device will make mobile photography a stunning experience for the user. #SeeMooore #HuaweiP20Pro #kolkata

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From a brand’s perspective, Huawei Consumer Business Group successfully associated their latest offering, ‘Huawei P20 Pro’ with quality photography. The brand ingrained their core features such as 5X hybrid zoom and the large 1/1.7 light sensor in the campaign through exhibiting the camera quality of Huawei P20 Pro from the procured photographs.

With a disruptive approach to engage masses and conducting a premium photography challenge with a Bollywood fashion photographer, the brand established a new milestone in the social media campaign scenario.