Launches go digital as India stays locked down

Skoda Karoq SUV (File photo)
NEW DELHI: The glitz and glamour has gone missing from product showcases and unveilings as launches go digital at a time when a large part of India stays locked down at home and retail footfalls hover at their lowest. These are ‘quarantine launches’, as many company executives call them, and are in line with the restrictions on movement and requirements of social-distancing.

From mega phone launches to car unveilings, the focus has been digital and online as company CEOs and honchos join the unveilings even from their home. For example, Zac Hollis, brand director at Skoda Auto India, unveiled three new cars digitally, and later interacted through the Zoom platform from his residence in Prague, where his family resides.

Hollis, who unveiled the new versions of the Rapid and Superb sedans while also driving in the Karoq SUV, says that he hopes to come back to India very soon, but is also grateful to be with his family during such a trying and difficult period.

“Contactless sales experience is what some of the customers want. We are also creating those experiences as we go forward,” Hollis told TOI.

Skoda is not alone. Mercedes-Benz, the biggest player in the luxury car market, will unveil two new cars from its super-powerful AMG portfolio. The AMG C63 coupe and AMG GT R will be launched on Wednesday, and they would be through the digital channels. “Extraordinary times like this call for extraordinary steps... following the new normal of social distancing, we will bring to you an exclusive e-launch of these two AMGs directly from Mercedes-Benz India’s innovative ‘Consultation Studio’... Looking forward to e-connect for this exclusive digital launch,” the company said, as it prepared for the launch of the power-packed products by MD & CEO Martin Schwenk.

Xiaomi, the Chinese phone giant, had unveiled the Mi 10 5G smartphone on May 8, where the company’s India MD Manu Jain also revealed the price and other plans. The company has been unveiling some of its products online, and the last one was on Tuesday where it showcased the Redmi earbuds.

The trend of online launches had begun a little before the first lockdown announcement in late March. Many companies had also decided to cancel their international travel plans where they wanted to take the media for new launches. The Mobile World Congress (MWC) at Barcelona — considered a mecca for tech launches — had been cancelled just as the coronavirus fears started circulating across the globe. This had prompted many companies to showcase and unveil their products online.

Phone maker OnePlus unveiled its new series, OnePlus 8, digitally and this was also showcased to the Indian media on April 14.

Consumer electronics major Sony also plans to launch a new audio device online, and this would happen over the next few weeks.