Obi Mobiles, the new technology brand co-founded by veteran marketer and former Apple CEO John Sculley, has appointed the BPG | Group to manage and effectively introduce the brand to the highly smartphone savvy EMEA market.

Following successful launches in India and most recently the UAE, the technology company has now engaged with the Dubai-headquartered BPG | Group for creative advertising and media planning and buying services.

Through its specialist businesses BPG | bates and BPG | Maxus, the agency will create regionally relevant campaigns to tell the Obi Mobiles story and reinforce their core brand essence of “Whoever You Are”.

Amit Rupchandani, managing director for the MENA region at Obi Mobiles, said: “We needed to find a communications partner who had the ideas, innovation, creativity and understanding of our business to help us achieve our ambitious growth strategy. In BPG | Group we have found a partner with whom we can confidently move forward and bring our products to a smartphone hungry market in the weeks and months ahead.”

Commenting on the new partnership with Obi, BPG Group CEO Avi Bhojani said: “As one of the longest established and largest marketing solutions groups in the MENA region, BPG | Group is ideally geared to helping this new, innovative and exciting mobile brand make a dynamic and lasting impact.”

Speaking about the appointment, BPG | Maxus CEO Satish Mayya added: “We are extremely excited to have been appointed as the media AOR for the region. Given our long experience in the region and use of media as an innovation tool to deliver the message effectively, and Obi Mobiles’ need for a partner who will look at things differently, we feel that it will be a perfect fit.”

BPG | bates General Manager Suneesh Menon added: “Firmly aimed at the young and trendy smartphone user, we are looking forward to ensuring Obi Mobiles can have maximum impact among a tech-savvy, young and highly mobile population.”

At its launch in Dubai in September, Obi Mobiles announced that Jumbo would become its exclusive distributor in the region covering the markets of the UAE, Oman, Bahrain, Kuwait, Qatar and Iraq.