New Campaign Projects Spice Popkorn Mobiles as Projector

Created by Ogilvy Delhi, the TVC interestingly shows the mobile as a movie projector; watch the TVC here.

Neha S | Delhi | March 28, 2011

Spice Mobiles has always been known for innovation in the mobile phone category. Be it the launch of India's first dual sim phone and ViewD - India's first 3D mobile phone. Their latest offering Popkorn is also unique in the industry.

The most unique feature of this phone is the in- built big-screen projector which lets you watch movies and documents on a large screen. The Popkorn also boasts of Analog TV which means you can watch some free-to-air TV channels. There is also a Document Viewer which supports Microsoft Word, Excel, Powerpoint & Adobe PDF Files with a Laser Pointer. The name 'Popkorn' cues in the fun quotient of this phone that positions the phone as a fun gadget to watch movies anytime.

According to Naveen Paul, V.P. Marketing, “We knew we had an interesting product in hand, all we needed was some communication that was as interesting…!”

Working on the brief given by Spice Mobiles, the communication is conceptualized by Ogilvy & Mather Delhi. The TVC for this product went on air on 20^th March, 2011 during the India – West Indies World Cup match.

The film flows from the insight that if you have this phone with you, everything in this world will be a screen for you to project - “ab sara sansar movie hai”. The TVC is actually a collage of different quirky situations where people are projecting movies on different kind of screens: a goat in one scene, boat in another, a ceiling, dhoti, bartans and so on and so forth. Adding to the fun and quirk quotient of the film is the jingle. Composed by Samiruddin, it has been done in an unorthodox yet interesting manner. It binds the disparate situations of the film into one thread and also ups the memorability of the film by a couple of notches.

Speaking on the creative idea, Ajay Gahlaut (ECD, Ogilvy, Delhi), says, "We figured that people would be so intrigued by the projector in the phone that they would want to play with it and project pictures on various interesting surfaces. After that the film practically wrote itself."

Film opens inside a living room of a middle class family where a young guy opens a box to reveal a stuffed goat. His parents are totally shocked. The guy projects something on the stuffed goat that came out of the box. VO: Bhaisaab ye Goat hai....'Yeh goat nahin movie hai...'

Next we see two young boys on the sea shore. They are happily watching a movie by projecting it on a beached boat with their phone. Then a group of 4-5 youngsters in a taxi stuck at a traffic light. One of them is projecting a picture on the newspaper a man is reading in another taxi at their side. Then we see a young couple lying in bed. Wife is nestling romantically on the husband's shoulder. Camera pans slowly to husband's hand to reveal that the he is surreptitiously projecting a match on the ceiling.

The TVC is full of funny examples to show the mobile as a movie projector among which next is a south Indian man wearing a dhoti is seen standing there. He is bewildered to see a skeleton being projected on his dhoti and shirt which gradually moves to the aluminium containers stacked in the shop.

Next we see a teenage guy projecting a rose on a carboard held by a girl in front of her as if proposing his love for her. Both are blushing. The film ends with the phone on a tripod projecting the Popkorn packaging. The VO goes by saying, “Pesh hai Popkorn, Spice ka naya Projector phone, Ab saara sansaar movie hai”

The credit for the film goes to Ajay Gahlaut (ECD, Ogilvy, Delhi), Basab Tito Majumdar and Vikash Chemjong. The film was made by Apostrophe Films, Mumbai and directed by Koushik Sarkar.

O&M Delhi also developed innovative packaging for the product, which is in shape of a Popcorn box; take a look below:

Neha@BestMediaInfo.com

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