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New campaign for Onida KYS70 Mobile: Total filmy hai boss!

Crafted by Meridian communications, the TVC shows a baby voicing bollywood heavy-duty dialogues; watch the TVC here.

Neha Saraiya | Delhi | August 25, 2011

As per a recent TRAI report, India currently boasts a total of 638.05 million telephone subscribers, with the No. of wire-line subscribers and Mobile subscribers reaching up to 36.83 and 601.22 million respectively. With this phenomenal growth trajectory, flurries of handset manufacturers are making inroads in to the Indian telecom market, almost making a herculean task for the companies to break through the clutter among the herd.

However if the communication is edgy, with a five month old delivering the message, then it becomes imperative for the consumers not to pass it without a glance. And the latest commercial of Onida KYS70 Mobile phone, exactly does the same. The commercial reminds you of the days of the ‘Baby’s day out’ with an angelic baby chuckling, fighting, and giggling in order to woo the audiences.

Created by Meridian communications, the TV commercial begins with a 5-6 month baby in a stroller, in a mall set up, spurring popular Bollywood movie dialogues. Like ‘Kuttey, mai tera khoon pi jaounga’, ‘Picture abhi baki hai dost’, ‘Aati kya khandala’, and ‘Maa ka dhudh piya hai to mere samne aa’.

Speaking to BestMediaInfo.com Rensil D’Silva, Executive Creative Director, Meridian, says, “The brief for the campaign was given to us almost three months back with the single focus of highlighting the most important feature of the brand i .e its movie conversion software.”

Thus the single-minded focus of the TVC is kept to promote the inclusion of software called ‘Movie King’ in the phone that enables the user to compress and store more than 80 movies on the memory card.

[youtube]http://www.youtube.com/watch?v=VWINKlbHWlA[/youtube]

The basic idea behind the TVC was to bring out the filmy side of everyone, including a five months baby. Thus the tagline, “Is mein itni movie samaye ki har koi filmy ban jaaye” was introduced. “We needed cult dialogues that would cut through any part of the audience, that is why we selected the four most filmy yet the most recalled ones,” adds Rensil.

Talking about the reason for selecting the baby as the main protagonist of the film, Sridhar Rajagopalan, Senior Creative Director, Meridian explains, “The idea came from the fact that little children all over the country actually mimic their favourite film stars and look really cute doing that. We only took a little license on the age of the child.”

The team at Meridian Mumbai that worked on the campaign includes Rensil D'Silva, Executive Creative Director; Sridhar Rajagopalan, Sr. Creative Director; Samrat Bedi, Head of Office; Kalim Ansari, Client Services Director; and Ami Parekh, Sr. Account Executive.

The ad was shot in a day’s time in a mall at Malad, Mumbai, but it was the post production that took a significant time. Interestingly the cutesy (with a tint of devil),baby shown in the commercial is half real and half created through the special effects. The post production of the film took place at VHQ in Singapore.

The master version of the Film is of 35 seconds while the edited form holds a slot of 15 seconds on Air.

Samrat Bedi, Head of Office, Meridian Mumbai avers,Baby Talk is our first piece of communication in the mobile category. We had to ensure that we stayed true to the Onida values, kept the proposition single - minded and achieved significant cut-through in a space where quite a few players are out there are talking movie phones.”

The agency has adopted TV, Posters and BTL route to spread the communication, but primarily the budget for this campaign is concentrated through the conventional medium of TV.

The film has been directed by Prasoon Pandey of Corcoise films.

Credits:

Agency : Meridian Communication, Mumbai

Creative Team : Rensil D'Silva, Executive Creative Director and Sridhar Rajagopalan, Sr. Creative Director

Account Management Team : Samrat Bedi - Head of Office, Kalim Ansari -  Client Services Director and Ami Parekh – Sr. Account Executive

Film Executive: Shagun Shah

Director: Prasoon Pandey

Production House : Corcoise Films

Neha@BestMediaInfo.com

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