S4Capital’s Monks partnered with POCO on a campaign titled ‘Fastest BS Service,’ focusing on disclaimers in the smartphone market. In a category addicted to asterisks, POCO chose to read them out loud.
Amid global GPU shortages and rising component costs, POCO India launched the X8 Pro Series during March ‘Smartphone Super Month’ without using higher volume claims. The campaign centers on performance claims in the category that include conditions in fine print.
Rather than outspending competitors, POCO outed the system. Introducing ‘The Fastest BS Service’—a campaign that weaponizes the category’s most overlooked behavior: disclaimers.
The campaign features rapper Gaush and comedian Aadar Malik, who present a service designed to deliver disclaimers at high speed.
As Aadar puts it in the 40-second film: “Got that? No? That’s the point.”
POCO says that the X8 Pro Series presents its claim without conditions or qualifiers. The device includes a MediaTek Dimensity 9500s processor, a 9000mAh battery, and IP69K-rated durability.
The campaign extends beyond film with OOH placements outside competitor stores and a front-page print execution. Online, the campaign invites other brands to use the service.
“At POCO, we believe the most powerful ideas come from real consumer truths. Disclaimers are one such reality that often goes unnoticed,” said Ken Sekhar, Marketing Head at POCO India.
“By collaborating with Gaush and our creative partners at Monks, we’ve translated that into a format that resonates with today’s audience, while underlining our commitment to straightforward, performance-led products—where the X8 Pro Series delivers exactly what it promises, without caveats.”
The transparency-first approach didn’t just win eyes; it owned the digital conversation with the campaign generating a 55% full-watch VTR, surpassing the industry average by 2.75x.
