The TVC has been conceptualised by Lowe Lintas and effectively brings out the USP of superior True HD IPS screen
BestMediaInfo Bureau | Delhi | April 30, 2013
Following the unprecedented success of their flagship product, A116 Canvas HD, Micromax had unveiled the TVC for the product on the opening match of IPL 6. The second TVC for the Canvas range takes forward the ‘Can’ story established with the Canvas 2 campaign. However, the focus this time is on largely showcasing the main USP: Canvas HD brings colours to life with its superior True HD IPS screen.
The TVC has been conceptualised by Lowe Lintas & Partners and directed Vinil Mathew of Foot Candles. It opens with captured soldiers assembling in the firing row. To capture the incident, the photographer is shown on the side. At the “shoot” command the bullets hit the captives and they fall to the ground. However, instead of dying, the soldiers are relieved to realise that the bullets were actually colour pellets. The next shot shows the soldiers repeated trials of shooting the prisoners thereby drenching the prisoners and the surroundings in colours. The TVC ends showing the relief and happiness on the captives’ faces as they rejoice their coming alive with colours. The astonished photographer quickly captures the colourful moment on his Canvas HD using the burst shot mode.
Appropriately summing up the story of the TVC is the final voiceover that says ‘Colours can come alive with Micromax Canvas HD’.
The A116 Canvas HD promises superior quality graphics, multi-tasking and improved application performance. With True HD IPS screen with a HD resolution of 1280x720 pixels and a colour depth of 16.7 million, the phone comes with superb graphics and HD viewing experience. The phone sports an 8MP rear camera with LED flash and multiple camera settings such as night mode and 4X zoom to further enhance the superiority of memorable moments. Users can download HD quality videos and watch them on their phone without compromising with the quality. Designed for comfort and convenience, the Canvas HD is powered by MediaTek’s MT6589 1.2 GHz quad core processor and runs on Android Jelly Bean. Supported by a 2100mAh battery, it is the ideal phone for the young generation which is always on the lookout for better, faster and savvier smartphones on the go.
Amer Jaleel, National Creative Director, Lowe Lintas, “The Canvas line of phones has been positioned as a series of phones that empower the user via its features. The TV spot for Canvas 2, the debutante in this series, was positioned on an overall platform of allowing and empowering the user to do more with his handset. Hence, the positioning of ‘The Phone That Can’. Going forward, when we got to the Canvas HD, we thought it apt to cut the story of “The Phone That Can” in a more specific, tangible way, emanating from the product.”
Jaleel added, “Since the core product proposition is the 16.7 million colours on an HD screen, we felt it apt to amplify the story of how colours ‘Can’ come to life for this product. In short, a more specific, product-led benefit that led to what this particular Canvas phone can do for you. And as always, for Micromax, we look to spring the creative idea from an unexpected place.”
Creative Agency: Lowe Lintas
Creative Team: R Balki, Amer Jaleel, Sri Ram, Shayon
Servicing Team: Rajiv, Pushpanjali, Nakul
Production House: Foot Candles
Producer: Swadha Kulkarni
Director: Vinil Mathew
Client: Shubhodip, Rachna, Dheeraj