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Creo’s quirky films bring users closer to software features of its smartphones

BBH India has conceptualised the first brand campaign for Bengaluru-based handset brand Creo’s first product Mark 1

BestMediaInfo Bureau | Mumbai | May 5, 2016

Creo Click on the image to watch the TVC.

After playing their first campaign around ‘metamorphosis’ symbolising how software updates could transform your smartphone experience, Creo has now rolled out another set of ad films to promote its first phone, Mark 1. The new brand communication takes a step further teasing the use-cases in which the end-customer will need their unique features.

These videos, active on all company properties, are going to be integral add-ons to the extensively spread out digital campaign that the brand has undertaken.

With a dedicated focus on software as the key to a unique smartphone experience, the company is aiming to #MakeBetter android. The recent films highlight innovative features like Echo, Sense and Retriever that are in-built in the Fuel OS that runs Creo Mark 1. The films are intended to give customers a closer look at all the software innovation that the phone offers, whilst being relatable to consumers in a humorous manner.

Sai Srinivas, Co-Founder and CEO, Creo, said, “With the launch of the Creo Mark 1 we are introducing industry-first features on our OS Fuel. We wanted our users to have a sense of what these features can do for them, and where they fit into their lives. Whether it is the communicability of Echo, the security that comes with Retriever, or the convenience of Sense, we have taken a slice-of-life messaging approach to dramatize situations that our users may face in real life, and have showcased how the features could come to their rescue. These films bring to life in a simplistic way, the story we have been telling about making the android experience better.”

The films show various everyday instances from airport, kitchen and footpath. Filmed on the footpath with a youngster enjoying music on phone, the film highlighting ‘Retriever’ depicts how the phone can be tracked online and retrieved from the current spot in cases of theft.

The other one is set in a kitchen where a boyfriend is cooking food for his girlfriend’s father and misses important calls from his girlfriend. The ‘Echo’ feature finally saves him from embarrassment when his girlfriend’s important voice message tells him that the guest is a vegetarian, while the boy had prepared a non-veg meal!

Conceptualised by BBH India, the films explain these unique and useful features playfully and vivaciously.

Russell Barrett Russell Barrett

Russell Barrett, Managing Partner and Chief Creative Officer at BBH India, said, "The excitement of ‘making’ and helping craft this brand from the very beginning is quite a trip. Along with the lovely people at Creo and through BBH Live, we managed to conceive of, write, direct and co-produce these simple, stylish looking films. Hopefully the simplicity and the finish will be something that people appreciate and like."

 The TVCs:





Agency: BBH India

Chief Creative Officer: Russell Barrett

Creative Partner (Copy): Aamir Rangwala

Creative Partner (Art): Shirin Kekre

Executive Producer: Niddhish Puuzhakkal

Managing Director: Arvind Krishnan

Business Head: Delon Mascarenhas

Senior Business Partner: Khadija Attarwala

Business Partner: Nabanita Chatterjee

Production house: Black Sheep Live

Director: Niddhish Puuzhakkal

DOP: Shikhar Bhatnagar

Production Designer : Dipankar Das Gupta

Cast: Ayush Mehra / Himani Sisodiya / Anshul Kumar / Sharad Gore

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