The TVC directed by Arjun Sablok explores a range of possibilities that opens up with tablet PCs
Neha Saraiya | Delhi | December 30, 2011
With the global market for tablet PCs touted to reach 175 million units by 2014, many new and existing players are gearing up to leverage from this phenomenal growth trajectory, not realising that potential customers have different requirements.
To fill this gap and also to live up to its reputation of understanding the psychology of the Indian consumer, iBall has come up with a new product called iBall Slide. To support the product launch, the company has rolled out a campaign featuring Bollywood actor Hrithik Roshan.
The TVC directed by Arjun Sablok shows the actor talking about things he can do on iBall Slide, highlighting the various features of the product.
Explaining the idea behind the TVC, Sandeep Parasrampuria, Director, iBall, said, “The iBall Slide offers innumerable possibilities for work, entertainment and play. The TVC concept revolves around this. Also, this being a new product category, it was important to bring these things to the notice of the consumer through the ad.”
Regarding using Hrithik Roshan as the face of iBall Slide, Parasrampuria said, “We wanted a personality that encapsulated the product's aspects in real life and hence we chose Hrithik as brand ambassador for iBall Slide. Hrithik is a perfectionist, innovator, stylish, trendy and promising which is very similar to the philosophies of iBall."
The commercial shot at Yashraj Studios in Mumbai is already live and is seen across all leading television channels. The company is planning to spread the campaign across radio, outdoor, below the line and digital media.