From flip phones to smartphones, Motorola has long held a place in the hearts of mobile tech enthusiasts, thanks in part to its catchy ‘Hello Moto’ jingle that still resonates with many. Now, the Chinese-owned brand is expanding its footprint in India’s consumer tech market by foraying into the laptop and tablet segments with the launch of two new devices: the Moto Book 60 laptop and the Moto Pad 60 Pro tablet.
The Moto Book 60 is a laptop designed for everyday use, weighing 1.4 kg. It comes with a 14-inch OLED screen offering a 2.8K resolution and up to 500 nits of brightness, ensuring clear and bright visuals.
The laptop is available in three variants. The base model features an Intel Core i5 processor, 16GB RAM, and a 512GB SSD, priced at Rs 69,999, with a launch offer bringing it down to Rs 61,999. The second variant is equipped with an Intel Core i7 processor, 16GB RAM, and a 512GB SSD, priced at Rs 74,990, and available at an offer price of Rs 72,990. The top-end model also has an Intel Core i7 processor, 16GB RAM, and a 1TB SSD, launched at Rs 78,990, and currently available for Rs 73,999 under the offer.
The Moto Pad 60 Pro features a 12.7-inch LTPS display with a 3K resolution, 144Hz refresh rate, and 400 nits of brightness for clear visuals. Powered by the MediaTek Dimensity 8300 processor.
The tablet is available in two variants: one with 8GB RAM and 128GB storage, priced at Rs 26,999, and another with 12GB RAM and 256GB storage, priced at Rs 28,999.
We spoke with Shivam Ranjan, Head of Marketing, APAC at Motorola on this.
He explained, “At Motorola, our growth is driven by three key pillars: design differentiation through our global partnership with Pantone, innovation in AI and software, and the creation of a connected ecosystem with the smartphone at its core. Our Smart Connect platform has laid the foundation for this, and based on consumer feedback, we identified a strong demand for Motorola-branded laptops and tablets.”
Ranjan highlighted that these new products are natural extensions of the brand, particularly targeting the Gen-Z audience who value performance, style, and seamless device integration. He further emphasised that entering this space is not just about expanding the product range, but about addressing an unmet demand in the market.
When referring to Gen-Z consumers, Ranjan pointed out that the focus for the laptop segment is on individuals who are not primarily interested in gaming. Instead, the brand is targeting those involved in content creation, editing, and pursuing creative courses. For the tablet segment, the focus is on consumers who use the device for content consumption, entertainment, and casual gaming.
Ranjan stated, “Our brand is addressing the demand for stylish devices that are worth showing off. In the laptop space, most devices are perceived as either productivity tools, gaming machines, or IT-related devices, but they often lack a lifestyle appeal. That’s the gap we aim to fill.”
The brand believes there is a segment in the market where consumers are seeking devices that align with their lifestyle, design preferences, and personal style.
Addressing Brand Overlap
Motorola’s parent company, Lenovo, also operates in the same category, offering laptops and tablets. Given this overlap, isn’t there a risk of brand cannibalisation? How does Motorola plan to differentiate its products from those of its parent company?
Ranjan believes there is no conflict of interest, as Lenovo is a global organisation with multiple brands targeting different markets—ThinkPad for productivity, Legion for gaming, and Yoga for style and versatility.
In this context, Motorola becomes an additional brand in Lenovo’s portfolio, aimed at reaching a new consumer group that is not fully addressed by Lenovo’s existing offerings.
He emphasised, “It’s not about competing with Lenovo’s current products, but about expanding their market reach.”
Targeting Existing Customers or Reaching New Audiences?
When asked whether the brand is initially targeting existing Motorola customers who are already familiar with its products, or focusing more on attracting new consumers who don’t own a Motorola device yet, He answers that in terms of marketing efforts, it is open to both. Ranjan adds that the existing consumer base is already familiar with the brand, and they will be the initial movers.
Ranjan feels that new consumers will soon follow because of the gap we believe exists in the category we are targeting. Hence, we see them as a secondary target, but one that will follow.
Marketing strategy
To promote its new range, the brand has onboarded Rasha Thadani as the face of its campaigns. This annual partnership will see Thadani featured across both television and digital platforms.
Additionally, the brand launched a TVC titled ‘Colour Me Moto’, which highlights its latest products. In the commercial, the actress dances vibrantly, bringing the new range to life with a burst of energy and colour.
In terms of media spending, the brand is prioritising digital media with retail, as it recognises that consumers often prefer to experience the product firsthand before purchasing. To complement this strategy, the brand has partnered with Reliance Digital, allocating 70% of its budget to digital platforms and 30% to the retail ecosystem.
For IPL 2025, the brand is not promoting its new laptop and tablet range, choosing instead to focus on its upcoming smartphone launches. With the Motorola Edge 60 Fusion, Edge 60 Pro, and Edge 60 Stylus set to debut, the brand is investing in connected TV (CTV) advertising to effectively reach its premium smartphone audience.
Going Ahead
Without disclosing specific growth targets, the brand acknowledges that, with just two SKU’s (stock keeping units) at launch, the immediate focus is on establishing a strong presence within the category by gradually expanding its product portfolio.
“We can’t capture a significant market share with just one or two offerings. We need a broader range of devices catering to different price points—just like we’ve done in the smartphone category,” Ranjan emphasised.
