Lava International Ltd., a leading Indian smartphone brand, has announced its latest collaboration with India’s leading YouTube sstar Sourav Joshi, reflecting the company’s commitment to connect with young consumers by understanding their preferences and delivering good quality, value driven smartphones.

With a robust social media presence-28 million followers on YouTube and 6.3 million on Instagram, Sourav Joshi is poised to amplify Lava’s reach among the Gen Z. This strategic alliance with the onset of the festive season 2024, aims to engage online consumers across multiple touchpoints, the phonemaker said in a media statement.

Sourav’s authentic portrayal of everyday life through his vlogs has made him a popular figure among the Gen Z audience. His humble beginnings and meteoric rise mirror the aspirations of our target audience, fostering a strong emotional connection.

Hailing from Uttarakhand, Sourav, through his real, relatable, and authentic content, has established himself as a youth icon in the social media community. Through his channel ‘Sourav Joshi Vlogs’, he has enabled many tech enthusiasts and Gen Z to explore, experiment, and experience new-age technology solutions in their daily lifestyle.

By associating with Sourav, Lava aims to establish a relatable and aspirational connection with the brand’s target audience, the statement said.

Puravansh Maitreya, Marketing Head at 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 said, “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.

Lava’s brand-series includes the likes of Agni, Blaze, Yuva and Storm, and the company offers a diverse range of affordable and innovative products in 20+ countries, the official statement added.