Conceptualized by Lowe Lintas, the TVC takes the creative route from distraction to the level of disruption; watch the TVC here.
Neha Saraiya | Delhi | June 13, 2011
After the phenomenal success of the first Bling phone last year, Micromax has now come up with bling2, a fully loaded, one-of-its-kind, Android 2.2 touch Smartphone that comes studded with elegant Swarovski Zirconia. To communicate the exciting features of Bling2, Micromax has launched a new campaign consisting a TVC conceptualized by Lowe Lintas.
The film developed by Lowe Lintas, takes the creative route for bling series – distraction to the level of disruption – to a totally new level this time. The earlier bling film, also created by Lowe Lintas, shows how the characters on the ramp get distracted by the phone in Twinkle's hands and chaos ensues. Twinkle was chosen to ensure the continuity. The story shows an engrossed Twinkle enjoying a grand ballet performance. Not happy with the antagonist's intentions, she uses her new bling2 to distract, leading to the unexpected turn of events and chaos on-stage.
Here the product proposition – beauty with brains – comes out best, as here Twinkle deliberately changes the course of the events on the stage by smartly using her Android smart phone, unlike the earlier bling film, where she unknowingly checks her phone. Given its unique design as well as communication, it is truly nothing like anything!
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