Sourav Joshi Joins Lava International as Brand Ambassador in New Campaign

Lava International Ltd., India's prominent homegrown smartphone brand, has announced a new partnership with India’s leading YouTube sensation, Sourav Joshi. This collaboration underscores Lava’s commitment to connecting with younger audiences by aligning with their preferences and delivering high-quality, value-driven Made-in-India smartphones. With a substantial social media following—28 million subscribers on YouTube and 6.3 million on Instagram—Sourav Joshi is set to enhance Lava’s reach among the Gen Z demographic. This strategic alliance, launched with the onset of the festive season 2024, aims to engage online consumers through multiple channels.

Sourav Joshi’s genuine depiction of everyday life in his vlogs has earned him a cherished place among the Gen Z audience. His rise from modest beginnings to becoming a social media icon resonates with the aspirations of Lava’s target market, fostering a strong emotional bond. Originating from Uttarakhand, known as Devbhoomi, Sourav has become a youth icon through his relatable and authentic content on his channel ‘Sourav Joshi Vlogs.’ His platform allows tech enthusiasts and Gen Z to explore and experience new technology solutions. By partnering with Sourav, Lava aims to build a relatable and aspirational connection with its audience.

Puravansh Maitreya, Marketing Head, Lava International Ltd stated, "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."

Commenting on the partnership Sourav Joshi stated, "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."

The announcement includes a video that highlights Sourav’s journey from an aspiring dreamer to a YouTube icon, aiming to inspire and engage youth through genuine content.

Lava is recognized as one of the fastest-growing smartphone brands in the 10k-20k category, according to industry reports. The brand is dedicated to transforming the smartphone landscape with its technological innovations and quality, as evidenced by its popular series like Agni, Blaze, Yuva, and Storm. Lava continues to lead in delivering cutting-edge smartphones across 20+ countries, offering a diverse range of affordable and innovative products.