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Spice goes One Up for its Pinnacle smartphones series

New campaign designed by Ogilvy urges users to make the switch

Sohini Sen | Mumbai | July 24, 2013

Click on the image to watch the TVC.

Spice Mobile's new campaign, 'One Up' urges users to switch from other brands to Spice by showcasing the features of its new smartphone series, Pinnacle. The 45-second TVC has been conceptualised by Ogilvy & Mather.

The TVC opens to a mystical street theatre in the middle of a busy street. The curtains are drawn to reveal a pair of magician's hands unveiling a smart phone. The hand introduces marvellous features like a rear camera with panorama mode, automatic calling to the person one is texting with if the phone is brought close the ear, gesture unlock that allows one to open his favourite apps with just a gesture among others. The magician asks the viewer at the kiosk to guess the brand of the phone. The boy, however, guesses, wrongly, some popular brands. The magic hands slap the boy, shuts shop and vanishes. The voiceover then declares the product as the Spice Pinnacle Series - One up.

"With the current range of smartphones, we received very positive feedback in the market. We therefore, wanted to feature our flagship “Pinnacle Series” which is  'One up' on the competition and is available to the customer at an affordable price," said Sapna Sharma, Head – Marketing, Devices, S Mobility Ltd.

Spice is micro targeting the early adopters in the technology space with this campaign. It is planning a 360 degree campaign including print, radio and digital medium. Digital media plays very important role in connecting and engaging with the desired consumer directly – one on one and create word of mouth for our brand.

Sharma added," Going beyond the over used and under-utilized norms of engagement and interactivity we are planning a complete 360 degree online reputation management which will not only help consumer understand the superior brand attributes of Pinnacle Series but also generate positive rub off on the overall brand perspective, clearly establishing Spice as front runner in the technology offering space."

Credits: Agency: Ogilvy & Mather

Creative Team: Mahesh Gharat, Pradyumna Chauhan, Makarand Joshi, Prashant Pradhan, Rajaram Kavatka, Adwait Kulkarni, Prashant Patankar Client Servicing: Ajay Menon, Roshni Mohan, Abhishek Banerjee, Neha Agarwal Production House: Joshua Tree Films Directors: No Brain

Sohini.Sen@BestMediaInfo.com

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