Conceptualised by Lowe Lintas, the brand unveils its campaign, ‘Colours Can Come Alive’, which shows how the phone makes mundane situations turn colourful
BestMediaInfo Bureau | Delhi | January 20, 2015
Micromax Canvas Hue has launched its latest TV campaign giving people an opportunity to add more colour to people’s lives. The campaign, created by Lowe Lintas, follows the trail of colours as they transform a regular monotonous world into a colourful one.
The 30-second TVC starts with a guy turning on the tap to wash his face, but is surprised to see orange coloured water flowing; a girl is seen taking a shower with pink coloured water; another girl is seen washing her car with green coloured water. Multiple fountains are seen with different colours; a dam is releasing coloured water. At last, the Micromax Canvas Hue is shown with colours flowing out of it into a lake. When the phone is picked up, the colours of the lake start disappearing.
Shayondeep Pal, Creative Director, Lowe Lintas, commented, “Canvas Hue has a brilliant display of colours. So brilliant, it seems the 'colours can come alive'. In the film, the colours from the phone spread and create magic in a normal, regular world. ?We have used 'water' as a medium to tell our story. How an accidental incident leads to water getting all colourful everywhere.”
Vineet Taneja, CEO, Micromax Informatics, said, “Micromax Canvas Hue with its HD Amoled screen guarantees users a more captivating and immersive experience. Building on this core product proposition, we felt it apt to amplify the story of how ‘colours can come alive’, transforming the regular world into a colourful one. Going forward as well, we will continue to splash colours in the lives of our consumers through our innovative campaigns and devices.”
Creative Agency: Lowe Lintas
Client: Rachna Lather, Ashwarya Wadhwa
Account Management: Rajiv Chatterjee, Abhishek Jain, Tanushree Paul
Creative Team: Shriram Iyer, Shayondeep Pal, Ira Gupta
Production: Rawshark Films
Director: Aloke Shetty