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Google Android One sings an anthem on shaping one’s destiny

The TVC, conceptualised by Ogilvy & Mather, gives out the message that every Indian, whether from Mumbai or Meerut, will now have equal opportunities

BestMediaInfo Bureau | Mumbai | September 19, 2014

Android-One-TVC Click on the image to watch the TVC.

Ogilvy India has launched a campaign titled ‘Apni Kismat Apne Haat’ for Google Android One phones, which were launched in India on September 15. The film highlights the philosophy that every Indian will be able to shape his/her own destiny, thanks to Google Android One phones.

The film, with an anthem ‘Chal Chala’ (keep moving) playing in the background, paints an encouraging picture of having dreams and being able to fulfil them. Whether you are based in Mumbai or Meerut, Delhi or Dungapur, everybody will now have equal opportunities, the film conveys. Indians from all walks of life will now have similar access to their dreams and aspirations, with the Google Android One phone helping them take their destiny in their own hands.

Commenting on the campaign, Abhijit Avasthi, National Creative Director, Ogilvy India, said, “While working on the campaign, our endeavour was to translate this powerful platform philosophy into a message that everyone could connect with. The campaign drives the message that everyone now has equal opportunities and access to experience the best in the world.”

Kawal Shoor, Head of Planning, Ogilvy Mumbai, said, “Most young Indians believe they have what it takes to do well in life. The one thing they yearn for is an opportunity - someone to level the playing field and something that takes privileges out of the equation. Android One from Google is that one thing that can. And we've attempted to present this power of Android One to India at large.”

Android One phones offer a high-quality experience, running the latest version of Android (4.4 KitKat). These will be among the first phones to get the new Android L release — an update that will offer Google’s new material design, improved battery life, enhanced security features and smarter notifications. Android One will be launched across the world with the initiative starting in India, with Micromax, Spice and Karbonn mobile phones.

Sukesh Nayak, Executive Creative Director, Ogilvy Mumbai, said, “India is the first market to launch Android One platform. The anthem film celebrates people from small towns and all walks of life literally showing that everyone today has equal access to technology that can help them fulfil their dreams.”

Android One phones will have access to over one million apps that allow people to message friends, make video calls, socialise, check news and weather, and play games. Google apps such as Gmail, Google Maps, YouTube, Google Search and Google Translate will be pre-loaded on the phones. The Android One platform will empower people of India to access information and get to a high-quality smartphone at an affordable price.

Sandeep Menon Sandeep Menon

Sandeep Menon, Director, Marketing, Google India, said, “We are very happy to partner with Ogilvy for this initiative. The anthem film for Android One is an integral part of our campaign, as it showcases our key message for this initiative. Through this anthem we want to highlight that Android One is meant for Indians from all walks of life. The team at Ogilvy has developed a great concept and we are very excited to see how people react to the anthem film.”

The TVC:


Credits: Agency: Ogilvy & Mather National Creative Director: Abhijit Avasthi Executive Creative Director: Sukesh Nayak President Ogilvy Mumbai & Kolkata: Navin Talreja Head of Planning, Mumbai: Kawal Shoor Business Head: Namrata Keswani / Hitesh Patel Production House: Corcoise Films Director: Prasoon Pandey Executive Producer: Cyrus Pagdiwala DOP: David Macdonald & James Cowley Music Composer: Dhruv Ghanekar Lyricist: Neelesh Jain Singer: Sameer Mohammed Khan

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