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Spice gets the youth to dance to 'Cappuccino'

O&M has attempted to capture the youth audience through a pop video commercial for the latest Spice Mobiles handset

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Spice gets the youth to dance to 'Cappuccino'

Spice gets the youth to dance to 'Cappuccino'

O&M has attempted to capture the youth audience through a pop video commercial for the latest Spice Mobiles handset

Neha Saraiya | Delhi | January 24, 2012

publive-imageThe newest to join the bandwagon of youth-centric mobile phones is Spice Mobiles that has launched a smart touch phone called 'Cappuccino'. The phone promises to deliver the ultimate music experience with surround sound (SRS) and a Yamaha amplifier along with uninterrupted Internet experience.

In order to build a strong positioning in the youth segment, the TVC for the phone has been made in a cool pop music video style. Conceptualised by O&M, the music track of the film uses tunes like electro, robotic voice and bass that gets in sync with lines that get groovier with each note.

Talking about the idea of using pop music as the subject of the campaign, Payal Gaba, VP - Marketing, Spice Mobility, said, “Keeping in mind that youngsters love song and dance and also dig technology, the creative idea is to tell the story of the mobile phone in a form that the youth find most entertaining – a cool and catchy music video.”

For Rajiv Rao, National Creative Director, Ogilvy & Mather, it was a real challenge to create the video that aimed to break the clutter amidst a host of touch phone advertisements. He said, “The features of the mobile phone had to be communicated in a simple and seamless fashion through music, so the creation of the track itself was a challenge. Given the levels of pop art within the video, we had to create sets for each shot; these included life-size sets as well as mini sets, all of which we took up with gusto and enjoyed working for.”

The TVC was shot in Mumbai at a studio, and was covered in a day.

Apart from TV and PR, Spice Mobility will also be conducting youth-oriented activities in the digital and social media space.

The TVC:

Credits:

Agency: Ogilvy & Mather

Creative team: Mahesh Gharat, Pradyumna Chauhan

Account management: Rajiv Rao, Ajay Menon, Roshni Mohan, Abhishek Banerjee

Production house: Good Morning Films

Director: Shashanka Chahturvedi aka 'Bob'

Producer: Vikram Kalra

Neha@BestMediaInfo.com

Info@BestMediaInfo.com

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