Three TV commercials, conceptualised by Soho Square, feature the new Lava brand ambassador Mahendra Singh Dhoni and actor Prateik Babbar
BestMediaInfo Bureau | Mumbai | April 28, 2016
Lava Mobiles has launched a new and concerted brand campaign, focusing on the reliability and sturdiness of its products.
The high-octane campaign, involving three television commercials, conceptualized by Soho Square Gurgaon, feature captain of the national cricket team, Mahendra Singh Dhoni and actor Prateik Babbar. The 12-week-long integrated campaign will be accompanied by a 360-degree marketing campaign.
In the first commercial, Dhoni misses a catch as Babbar, playing a Lava representative, throws a Lava Mobile towards him, so he may be able to examine the product. The mobile phone drops to the ground, but remains intact, demonstrating its resilience. Dhoni then inquires whether there were any tests that Lava had not conducted. The Lava representative blurts out that they had not tested Dhoni’s catches in the cricket field.
Solomon Wheeler, Vice President and Head, Marketing and Communications, Lava International Ltd., said, “We are very excited to launch this campaign with Mahendra Singh Dhoni on board as our brand ambassador. We believe that to build a truly endearing brand, it has to be based on core values which in our case are, integrity, passion for excellence and adaptability. Put together these values create a culture that ensures we deliver reliable products and services to our customers every time. Also, various industry reports bear testimony to our excellent product quality and after- sales service which are unmatched amongst Indian mobile handset brands.”
Lava recently brought on board Soho Square, part of the WPP group, to take on its creative mandate. This is the agency’s first campaign for the brand. The three TV commercials, each of a duration of 30 seconds, were shot in different backgrounds ? in the locker room, the steam room and a table tennis room.
During each sequence the brand ambassador is in conversation with a Lava representative, played by Babbar, who is trying to convince Dhoni to endorse Lava and vouch for the reliability of Lava’s products. The cricketer tries to test the Lava phones in each film and each time, the confident Lava representative rattles off statistics about the thousands of tests that Lava Mobiles have to go through to guarantee their reliability. The commercials conclude with the brand’s new tagline - ‘Never lets you down’.
Dip Sengupta, Senior Vice President and Head of Advertising at Soho Square, said, “The story of Lava is the story of reliability. When we delved deep into the products, we realised that the rigor and the drive for excellence that goes into each Lava phone was a story waiting to be told. The campaign with Dhoni was, therefore, a natural next step. We wanted the code of reliability to come across in an endearing manner and Dhoni's interactions with the Lava representative do that effortlessly. Also, Babbar looks very sure of his product, in the film. He always has the last word in each of the TVCs. The confidence of the brand has come out well in his act. The films were crafted in such a way that despite being awestruck by Dhoni’s presence, Babbar has been able to show his trust in the mobile handsets.”
Creative Agency: Soho Square, part of WPP group
Creative Team: Team Soho Square led by Dip Sengupta, SVP and Head of Advertising
Production House: Boot Polish Films
Director: Shujaat Saudagar