Snapdragon Is Delivering Experiences Designed To Stand Out For Years To Come: Sumit Sonal

In recent years, AI has steadily gained traction, and brands like Qualcomm are at the forefront of bringing its benefits to everyday users across devices. Snapdragon, Qualcomm's consumer-facing brand, has rapidly evolved to meet this demand, integrating advanced AI into mobile phones, PCs, and even cars. With its latest campaign, “Power to Move”, Snapdragon aims to connect deeply with the Indian market and move towards a more consumer-facing identity. In a new episode of Pitch BrandTalk, Sonal Sonal, Head of Marketing at Qualcomm India, shared insights into Snapdragon's journey from an enabler brand to a more consumer-facing powerhouse.

Reimagining Snapdragon’s Identity in India

According to Sonal, Qualcomm’s new approach focuses on making Snapdragon a more visible, desirable brand among consumers. Historically an “enabler” brand for OEMs, Snapdragon’s role has expanded, aligning with a broader consumer-focused identity. "We are becoming more of a consumer brand going forward in the country. Consumers should understand and should ask for Snapdragon," Sonal states, underscoring a new vision that emphasizes Snapdragon’s presence across diverse consumer touchpoints, from digital and cinema advertising to influencer collaborations.

Sonal points out that consumers encounter Snapdragon technology not only in phones but also in PCs and even cars. He highlights the importance of making consumers aware of these contributions: “The idea is simple. Consumers should ask for Snapdragon. There was a time when people used to go into stores and ask for a Snapdragon-branded product.” To reinforce this brand visibility, Qualcomm has ramped up in-store placements, digital promotions, and out-of-home advertising to make Snapdragon a household name synonymous with power and performance.

Responding to Consumer Insights Amid Festive Demand

With India’s annual phone sales nearing 140 million, of which 40 million occur during the festive period, Snapdragon’s Power to Move campaign capitalizes on increased demand. Aware that consumers prioritize price segments, Sonal emphasizes how Snapdragon aims to simplify the buying process, making technology accessible without technical jargon: “Our job is to simplify things and not complicate it further,” he notes, explaining that use-case-based marketing resonates best with consumers.

Qualcomm’s efforts go beyond premium devices, recognizing India’s shift towards premiumization. Consumers are increasingly choosing phones with longer shelf lives, often holding onto devices for up to three years. This trend further reinforces the importance of Snapdragon’s value proposition of long-term reliability. Adds Sonal, “We wanted to give that consumer an understanding of what they should be spending their money on. Snapdragon stands for longevity, great battery, great camera, great gaming, and great overall performance.”

Bridging the Knowledge Gap 

Qualcomm’s Snapdragon brand has long been synonymous with performance, powering devices from high-end smartphones to AI-driven cars. Yet, as Sonal pointed out, many consumers are still unfamiliar with the role of processors in their devices. He explained, “One of the biggest challenges is that there are two brands we manage: Qualcomm and Snapdragon. Snapdragon is the more consumer-facing brand. But I still see that not a lot of people understand the play of a processor in their phone. That is one of my biggest challenges.” 

To address this, Qualcomm is doubling down on consumer education campaigns that not only raise awareness but also emphasize Snapdragon’s unique benefits. Sonal shared, “We have to exactly tell people, what the brand Snapdragon stands for. India is such a diverse market, and we need to reach out to millions of people.” This campaign aims to communicate Snapdragon’s advantages, positioning it as a processor that goes beyond standard expectations to deliver superior performance and reliability, particularly in premium devices.

Expanding AI Capabilities Across Platforms

While AI has increasingly captured public attention, Snapdragon has long integrated AI-driven features that enhance daily experiences. “This AI conversation has been fueled in the last 2–3 years but AI has always been in the picture,” Sonal remarked, explaining that Snapdragon-enabled devices have been quietly deploying AI for years. But today, Qualcomm's AI capabilities are expanding beyond phones. “Snapdragon is now bringing AI features not only to your phone but also to your computer and your car,” Sonal says, explaining the brand's competitive positioning. As Qualcomm enters the PC market, it faces competition from giants like Intel and AMD, yet the focus remains on building a cross-device AI ecosystem. This shift, he believes, underscores a broader ambition: to integrate AI into every device consumers use, improving both functionality and convenience.

The automotive sector, for instance, is a significant part of Snapdragon’s AI push. Qualcomm powers a range of vehicles in India, from the Mahindra Roxor to the Tata Curvv, and AI capabilities like safety enhancements and real-time vehicle monitoring are now standard features. “The AI deployment started with phones, but we are continuously seeing new use cases emerging across different segments,” Sonal adds, describing a vision where AI becomes a lifestyle enabler.

A distinguishing factor in Qualcomm’s approach to AI is its commitment to privacy. Sonal explains that their on-device AI strategy means “your data never leaves your phone. With Qualcomm, privacy and speed go hand in hand,” addressing growing user concerns around data security. By handling complex computations locally, Snapdragon provides users with faster, more private AI experiences across devices, from real-time translation to security features. This approach not only supports privacy but also enhances performance by reducing latency. “The idea is to reduce their workload and do those computations right on the device itself,” he explained, emphasizing how Qualcomm’s on-device AI offers a practical solution to modern privacy challenges.

Leveraging Global Partnerships to Build Local Brand Loyalty

Another key strategy for Snapdragon is localizing global partnerships to build a community around the brand. Snapdragon is a front-of-jersey partner for Manchester United, and the company plans to use this partnership to connect with fans in India. “We have 1.8 million Snapdragon Insiders globally, and we aim to build a community of almost 10 million in India alone,” Sonal says. Starting this November, Snapdragon will host a four-city tour with Manchester United, including match screenings and product showcases tailored for Indian consumers. “We’re bringing our global partnerships to life here, from Manchester United to Mercedes in F1,” Sonal shares, signaling that Qualcomm is actively positioning Snapdragon as a lifestyle brand.

In addition, Qualcomm plans to pursue cultural integrations within India, including collaborations with Indian cinema to make Snapdragon a household name. “The idea globally is that Snapdragon is a culturally driven brand,” he stated. “Advertising alone won’t achieve this. Snapdragon has to become a part of the culture. You have to go into the culture and understand who your consumer is, what they are consuming, and then you have to become a part of it.” For Qualcomm, this means going beyond traditional advertising to embed Snapdragon within India’s cultural mainstream.

Sonal concluded by highlighting Qualcomm’s ambitious goals for Snapdragon’s future in India, with plans for increased consumer engagement and a greater focus on AI-driven innovations. “The goal is to build a very strong preference for the brand Snapdragon and hence you will see more campaigns, more consumer campaigns, coming in 2025,” he shared, pointing to a vision that combines cutting-edge technology with localised relevance and Qualcomm plans to achieve this with targeted advertising, global partnership extensions, and a continued focus on privacy. With AI permeating various devices, Snapdragon’s goal is to make advanced technology a seamless part of users’ lives.