Lava launches new ads with Dhoni to show brand's superiority over others
The two TVCs conceptualised by Soho Square are based on the previous theme 'Never Lets You Down' and drives the brand's reliability story further
BestMediaInfo Bureau | Mumbai | November 14, 2016
Click on the Image to watch the TVC.
After the successful launch of the 'Never Lets You Down' brand campaign with Mahendra Singh Dhoni in April 2016, Lava International launches two new TV commercials to drive the brand's reliability story further. The campaign is conceptualised by Soho Square.
The new TVCs reinforce the experiential superiority of Lava mobile handsets over other mobile handset brands. Lava intends to build its brand identity as the most trusted and reliable mobile handset brand among its consumers and other stakeholders.
Solomon Wheeler
Solomon Wheeler, Vice-President, Head-Marketing and Communications, Lava International, said, “In a highly commoditised and feature-driven mobile handset category, Lava's promise of reliability is emerging as a distinctive and compelling differentiator. Our research has shown that customers expect reliability not only in terms of the hardware but also in terms of experience. The second phase of our campaign takes forward the brand narrative based on insights and attempts to create interesting stories with a focus on experience. The results of the first phase of our brand campaign this year has been overwhelming for us, and we have made an attempt to extend the platform of reliability further with these new commercials. We hope the consumers like these and will extend their love and support as they always do towards brand Lava.”
Dip Sengupta
Commenting on the campaign, Dip Sengupta, Senior Vice-President and Head of Advertising at Soho Square, said, “The story of Lava is the story of reliability. We initiated this narrative last quarter, and wanted to move up the value chain by shifting the reliability aspect from hardware durability to experiential superiority of Lava mobile phones. We chose to continue with the endearing banter between MS Dhoni and the Lava representative Prateik Babbar, who now has become much closer to MS Dhoni, but never misses out to impress him with Lava's reliability and product superiority. The situations are extremely relatable and the banter is entertaining. We are hopeful that this leg of the campaign will equally receive an overwhelming response.”
The two TV commercials, each 35 seconds in duration, were shot in different settings – in a gentleman's club and a handbag showroom. The TVCs highlight the enhanced experiential aspects of Lava mobile phones which include the quality of the camera and the processor superiority leading to hang-free operations.
In the handbag showroom TVC, Dhoni sends a red bag's picture to his wife and asks her on phone if she likes it. His wife asks which red to which Dhoni seems clueless when Babbar helps him by defining different shades of red. But then his wife says it looks like orange. Then Dhoni asks Babbar, who was all the while standing beside him, to send his wife the bag's picture from his phone so that she could see the right colour as Lava phone's picture quality is better than others.
In the Gentleman's club TVC, Dhoni and Babbar are sitting in a club and playing some game on their phones. Dhoni's phone hung when somebody called on his phone to give some confidential message. Then the same person calls on Babbar's number and passes on the information.
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