Micromax launches new campaign for its music phone
The campaign including a TVC is conceptualized by Lowe Lintas; watch the TVC here.
Neha S | Delhi | April 28, 2011
Micromax has launched a new campaign to mark the launch of its new variant of a phone with an advanced music player. The campaign including a TVC is conceptualized by Lowe Lintas.
There is nothing usual about Micromax as a brand. So, when it has to launch a music phone, it wouldn't create awareness by merely saying it's a nice music phone. Instead, it would flip it around and say, it is a music player, and by the way, you can also make calls. That's Micromax M2. Inherently, it's built like a music player. Its mp3 looks, its jog dial (first time in India in a phone), its capacity to store songs, ease of use, colours that it comes in, and above all, it comes with a headset which gives great quality of sound. So, it has a fantastic mix of a high end features around music, and yes, one can make calls. Micromax M2, nothing like anything.
The film created by Lowe Lintas is based on a simple insight of music becoming an integral part of a youth lifestyle. The story of the film captures the deceptive look of the phone, and demonstrates how it becomes an advantage for the girl who wants to watch a movie with her boyfriend and parents together.
The film has Kalki as the protagonist, and successfully binds together the plot. The film is in 30 sec, shot in Prague.
Credits:
Creative: R. Balki, Amer Jaleel, Deepesh Jha, Shayondeep Pal
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