Micromax crafts an action-packed tale for Canvas Sliver 5

Conceptualised by Lowe Lintas & Partners, the TVC has been shot like an action-packed thriller featuring Hugh Jackman to introduce the slimness of the new phone

BestMediaInfo Bureau | Mumbai | July 13, 2015

Click on the image to watch the TVC.

Staying true to its 'nothing like anything' philosophy, Micromax Informatics recently unveiled a new TVC for its Canvas Sliver 5 phone featuring actor Hugh Jackman, known for his role as Wolverine in the 'X-Men' series.

The TVC, conceptualised by Lowe Lintas & Partners, has been shot like an action-packed thriller and introduces the slimness of the phone. Hugh Jackman plays the role of a tough character trying to escape from his abductors, who have kept him in a high security set-up. And the only weapon he has is the Canvas Sliver 5. The story demonstrates how he uses the slimness of the phone in the most innovative ways and manages to escape, thereby showcasing the sleek design throughout the commercial. The campaign went on air on July 10, 2015.

Prior to the release of the main TVC, a 20-second teaser campaign was launched which was presented like a trailer for an upcoming action flick.

The association with the Wolverine star comes as an extension of Micromax's partnership for the Canvas Series. Jackman was roped in as the brand ambassador for the Canvas phones in October 2013 and was last seen in the company's campaign for the Canvas Turbo.

Shubhajit Sen

Shubhajit Sen, Chief Marketing Officer, Micromax, commented, “Micromax Canvas Sliver 5, the slimmest and the lightest phone ever, deserved a campaign that could become the most entertaining ever. That's why we have teamed up once again with Hugh Jackman. The strategy was to elect Jackman to introduce the slimmest phone ever in all our communication. Hugh's dynamic fearless personality, our creative appetite for technology, keen consumer insight combined with our innovation engine makes this a very powerful partnership. As we further look to strengthen our footprint across the globe, this is an ideal association for us to build on the audience connect as he is the leading name in the entertainment industry in the world.”

Talking about his association with Micromax, Jackman said, “It's a pleasure to work with Micromax once again and this time on their campaign for the slimmest phone to date, the Micromax Canvas Silver 5.”

Amer Jaleel

Commenting on the latest TVC, Amer Jaleel, NCD, Lowe Lintas & Partners, said, “We wanted to give Micromax consumers a thrilling ride with a favourite star. The fact that Hugh gets himself out of a sticky situation using the slimness of the phone provided exactly that opportunity. We crafted the film to look like a movie. We designed the experience to be one where the slimness is an after-realisation. It's 'Oh so that's what was happening with the phone' rather than 'Oh look how he's using the slim phone'.”

Along with the TVC, a print campaign has also been rolled out which places the stylised looks of Jackman against the sleek design of the phone to create highly impactful visuals that will be spread across newspaper and magazine ads, hoardings and points of sales.

Through each of the mediums, the campaign aims to showcase not just the slimness and the light weight of the phone, but also the fact that the Canvas Sliver 5 is packed with the most awesome features.

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Client: Micromax Informatics

Brand: Canvas Sliver 5

Creative agency: Lowe Lintas & Partners

Creative: Amer Jaleel, Shriram Iyer, Shayondeep Pal, Mohit Arora, Abhishek Deshwal, Satindar Pal Singh, Anshul Nagpal

Account Management: Rajiv Chatterjee, Jaten Jais, Abhishek Sehra, Shreya Bansal

Client: Shubhajit Sen, Ashwarya Wadhwa

Production House: Perfect 10 Films

Director: Richard D'Alessio

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