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Spice and Nawazuddin's 'Milaye Sapnon Se' dream journey with a smartphone

Spice Retail launches actor Nawazuddin Siddiqui as the face of brand, brings out a new campaign by O&M based on his real-life story of struggle, hardship and determination to become a big screen star

BestMediaInfo Bureau | Mumbai | May 21, 2014

spice-tvc Click on the image to watch the TVC.

Spice Smartphones has come out with a new campaign for the Stellar 500 series. Continuing from where they left off, the new campaign by Ogilvy also plays true to the brand philosophy of 'Milaye Sapnon Se' (lets you meet your dream).

While earlier campaigns have shown people from small towns nurturing big dreams and making them come true with Spice smartphones, the latest campaign features a real-life story of Bollywood actor Nawazuddin Siddiqui. Sidiqqui wasn't born into a film family. He hailed from a small town and dreamt of becoming an actor. The closest movie screen was hours away from his home, in the city. Nawazuddin would travel through different modes of transport to reach his dream cinema.

Bharat Bambawale, Founder & Principal, Bharat Bambawale & Associates (BB&A), said, “Today a smartphone not only brings hitherto impossible-o-imagine dreams to doorsteps in the smallest of towns, it also provides the means to connect to those dreams. The digital film, which will debut exclusively online, is, on the one hand, an articulation of the Spice brand’s mission, while on the other is an invitation to youth in smaller towns to use their mobile phones not just to dream big but also to achieve big. Nawazuddin’s real-life journey is a huge inspiration not just for Spice’s target audience but also for me personally.”

“We wanted a story that was real and inspiring. Nawazuddin's life story is the story of millions of youth in this nation – a small town guy with big dreams, a story of struggle and determination. Nawazuddin and his life journey made the perfect fit to propose the idea of seeing big screen dreams on the big screen of the Spice Stellar 506 Smartphone,” added Azazul Haque and Mahesh Gharat, Group Creative Directors, Ogilvy India.

The campaign opens with Nawazuddin Siddiqui travelling through potholed streets. He would walk, take rickshaws, bikes and overcrowded buses to reach his dream station: a movie theatre. His monologue, coupled with a background song, speaks about the hardships he had to go through to just watch a movie. The TVC then moves on to say that now it is possible to watch movies without even travelling so much. With the new Spice Smartphone Stellar 506, it is just a click between your movie and you.

Dilip Modi, Chairman, Spice Retail Ltd, explained, “We at Spice believe that lack of facilities should not be a hindrance for people in small towns from dreaming big. What Spice endeavours to achieve through its products is to provide its consumers, especially in small towns, a platform to explore and access a world of new possibilities. This ad film is a manifestation of Spice’s ‘Milaye Sapnon Se’ brand idea that seeks to empower small town dreamers with its smartphones, in a category characterised by largely undifferentiated feature-based communications. Apart from the TVC, Spice will also use a digital film to showcase how smartphone technology is changing lives of the youth of India today.”

One can now choose to learn any skill one wants to or be whatever you dream to be with your smartphone as the knowledge centre, which is the core idea in the latest ads. Thus, along with the TVC, the digital campaign will make it a stronger brand promise.

The TVC:



Client: Spice Retail Ltd

Agency: Ogilvy & Mather

Creative Team: Mahesh Gharat, Azazul Haque, Shahnawaz Qadeer, Sandip Gaikwad

Account Management: Ajay Menon, Roshni Mohan, Karthik Narayan, Neha Agarwal

Account Planning: Vipasha Bhuptani, Aparna Jain

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