In February a new mobile brand ‘Rivo Mobile’ was launched nationwide by Advance Telecom, one of the largest mobile distributors in Pakistan. This is the first time Advance Telecom has launched a brand of its own to provide “the highest level of quality in terms of handsets and customer services that will be at par with any international mobile phone brand,” says Sarah Yaldram, Creative Director, Firebolt63 (Advance Telecom’s agency). Yaldram further adds that Advance Telecom currently has 42 customer care centres nationwide, giving them a competitive advantage when it comes to after sales services.

The handsets come in three price ranges; high-end and mid-range smartphones (called Phantom and Rhythm respectively and prices go from Rs 6,150 to Rs 23,500) and feature phones (Rs 1,850 to Rs 3,650). The brand has launched 22 handsets so far, and has plans to introduce new handsets at regular intervals throughout the year. “All the phones were designed in Hungary and assembled in China in line with international standards,” says Yaldram. The advertising campaign includes TV, radio, OOH, digital and POS.