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Micromax urges masses to ‘Go Aces’

Conceptualised by Lowe Lintas, the anthem for Micromax Indian Aces, titled ‘De Dana Dan’, aims to popularise tennis and give it a mass appeal

Micromax urges masses to ‘Go Aces’

Conceptualised by Lowe Lintas, the anthem for Micromax Indian Aces, titled ‘De Dana Dan’, aims to popularise tennis and give it a mass appeal

BestMediaInfo Bureau | Delhi | November 20, 2014

Micromax-De-Dana-Dan Click on the image to watch the TVC.

With the International Premier Tennis League (IPTL) approaching, Micromax is going all out to promote its franchise Micromax Indian Aces. The company has launched an anthem, conceptualised by Lowe Lintas, titled ‘De Dana Dan’, which shows how the tennis fever is catching up and growing across all age groups of the country.

In India, where tennis is the third most loved and followed sport, Micromax Indian Aces will give thousands of tennis lovers in India an opportunity to watch tennis stars in person for the first time in the country at IPTL. The league that brings the Gods of tennis to Asia has four teams representing four tennis crazy nations – India, UAE, Manila and Singapore. The India team, Micromax Indian Aces, will battle out the three country teams in a new tennis format at IPTL.

The TVC starts by showing people setting up ‘make-do’ tennis courts by using fishing nets, garlands, road blockers and sarees as nets. They are seen playing with much vigour as crowds cheer them on, wherever they are. The film portrays people playing the sport across geographies, in different scenarios in the country. The fast-paced music track of ‘De Dana Dan’ is played in the background, specially created as the Micromax Indian Aces anthem. The TVC ends by showcasing all the tennis stars part of the team, as the voice-over says – ‘Go Aces’.

“To build on our vision to own the three pillars of music, movies and sports in the country, Micromax is bringing together the legends of world tennis as part of the Micromax Indian Aces, through the International Premier Tennis League. IPTL is a unique league which will give Indian sports fans an opportunity to witness the biggest stars of tennis live for the first time in our country. The TVC is a brilliant portrayal of a tennis frenzy taking over the Indian masses, revolving around the idea that tennis can move from being an elite sport to one with mass following. The background track tries to capture the high energy of the game,” said the spokesperson from Micromax.

Shayondeep Pal, Group Creative Director, Lowe Lintas, said, “The idea was to make tennis, a niche sport in India, more popular. So, the first thing we wanted to do was to de-construct ?the game. We started with a track that explains tennis in the simplest possible way – ‘Hari Hari Ghaas Pe Le Dana Dan, De Dana Dan’. The second thing was to show people choosing to play tennis anywhere and everywhere - rooftops, street, front lawn etc. The creative is, thus, a quirky display of a world where the country obsessed with this new sport is celebrating its madness in all its glory.”

The TVC:



Creative Agency: Lowe Lintas

Creative Team: Amer Jaleel, Shriram Iyer, Shayondeep Pal, Mohit Arora, Manzoor Alam, Arko Provo Bose, Ipshita Bose

Business Team: Rajiv Chatterjee, Satinder Kaur, Tanushree Paul, Aditya Mehra

Production House: Perfect 10

Director: Richard D'Alessio

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