The new TVC by Lowe Lintas highlights the in-built beauty editing tools of the Canvas Selfie phones, which give consumers that perfect selfie
BestMediaInfo Bureau | Mumbai | March 2, 2015
Micromax’s new TVC highlights the features of its new Micromax Canvas Selfie phones, where users can add glamour to their selfies with a few clicks. Lowe Lintas has conceptualised the ad film, where the camera app’s in-built beauty tools enable users to smoothen their skin, enhance their eyes, make their face appear slimmer and even apply make-up.
The TVC begins with a lady in an airport clicking a selfie and getting disappointed with the captured image. The image of the lady in the picture is transformed on-screen with people adding light equipment and applying make-up to her face in order to create the perfect picture. The film ends with a voice-over announcing the abilities of the phone to add a dash of glamour to selfies.
Commenting on the new film, Shubhajit Sen, Chief Marketing Officer, Micromax Informatics, said, “With the selfie rage already running strong, people today take and retake pictures of themselves until it mirrors perfection and what they want the world to see them as. Keeping this in mind, we have created our latest smartphone, Canvas Selfie, with in-built beauty editing tools to give the consumers that perfect selfie.”
“Capturing this thought and the unique selfie features of the smartphone in our new TVC, we have tried to portray how a girl can glam up herself anywhere and anytime by just using the amazing beauty tools of Canvas Selfie. Through this product and our new TVC campaign, we are targeting the untapped women consumers, who want to look good in the dull and mundane days of their life as well,” Sen added.
Commenting on the new TVC, Shayondeep Pal, Executive Creative Director, Lowe Lintas, said, “The idea was to do an interesting demo film. Imagine there are people residing inside the phone who do all sorts of beauty treatments – an army of stylists who make sure you look good every time you shoot a selfie. The inside of the phone is an artist’s imagination rather than a world of chips, motherboards and circuits.”
Client (Micromax): Shubhajit Sen, Rachna Lather, Ashwarya Wadhwa
Account Management: Rajiv Chatterjee, Priyank Pant, Tanushree Paul, Priyanka Dave
Creative: Shriram Iyer, Shayondeep Pal, Mohit Arora, Manzoor Alam, Ira Gupta, Tridip Nandi
Production: Lintas Productions
Director: Harvey B Brown