Akshay Kumar Powers POCO X7 and X7 Pro Campaign in India

POCO has launched a campaign in India for its new X7 and X7 Pro smartphones, featuring Bollywood actor Akshay Kumar as the brand ambassador. The campaign introduces the brand’s “Xceed Your Limits” positioning, aimed at today’s high-performance youth.

Created by Monks India, the campaign targets social media-savvy audiences, including gamers, performers, doom scrollers, and pop-culture enthusiasts. At its center is a comic-book-inspired live-action film, paying homage to the fast-paced, action-packed world of movies and games that resonate with its audience.

Akshay Kumar’s action-oriented approach aligns seamlessly with the POCO X series’ focus on performance and attitude. The campaign highlights the phones’ high-performance capabilities and AI-driven features, encouraging Gen Z users to break barriers and “Xceed Limits.”

“The lens of advertising a product needs to shift towards content marketing. In today’s world slapping product advertising on a user’s feed will probably result in getting lost in the clutter of content they see,” said Soven Mandal, Executive Creative Director at Monks India.

“This is especially true for the GenZ. They need to see content based on what they are willing to watch on their feed organically. More pop culture, less ads. And with the superhero shebang of the Marvel and DC universe taking over social media and their fans, it made sense to project the brand to our fans similarly.”

The campaign was launched at an event in January, with teaser social media and video content leading to the launch of a 60-second film which launched this week.

“Our approach was to create a narrative that isn’t just seen but felt high-energy and engaging, an experience that connects with the audience in a way that feels organic and authentic,” said said Megha Ahuja, VP of Account Management at Monks India.

With POCO X7 and X7 Pro, we embraced the ‘Xceed Your Limits’’ not just as a message, Our team pushed boundaries by reimagining the typical phone ad into something more than just a product showcase.”

The end-to-end campaign, by Monks, was created at the speed of culture, with both concept and delivery carried out within weeks. More brands need to evolve to become Real-Time Brands, creating long-lasting quality work that performs because it keeps up at the speed of a social-first culture.

Liju Kochummachan, VP of Production and COE at Monks India, added: “In production, timing is everything. We were working in real time where speed had to coexist with the highest standards of quality. The entire process from pre-production to final cut was planned meticulously, with seamless coordination and an incredible team effort.

It wasn’t just about moving fast, it was about executing with precision under tight timelines ensuring we deliver a campaign that amplified the essence of POCO X7 and Akshay Kumar Xceed Your Limits.”

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