The campaign conceptualised in-house captures the mindset of today's consumers who look to change their phones more often. The video has already garnered over a million views
Online rental service RentoMojo has unveiled its new digital campaign, #MobilesOnRent, to promote its latest proposition of offering high-end smartphones on lease. The video titled ‘Priya ka naya mobile’ talks about this new innovative proposition of smartphones on lease, as opposed to buying.
This ad film highlights an interesting observation about today’s millennials about how informed and updated they are about any new instances in their workplace. The campaign conceptualised in-house highlights a key behavioural aspect of ‘FOMO’ (fear of missing out), that adds up to their existing curiosity, which brings out a range of emotions.
Set in a millennial workplace, viewers see an office assistant distributing sweets to a set of surprised employees, who immediately start guessing what the treat is for. They instantly conclude that Priya, the protagonist, has once again purchased a new smartphone, evident from the soft-tumult among her colleagues.
She is seen changing her smartphones quite frequently, which raises a few eyebrows and leaves a lot of questions unanswered. The story smartly makes way up to its conclusion by highlighting RentoMojo’s latest offering, smartphones on lease, revealing that Priya has been availing of this offer all along.
Geetansh Bamania, Founder and CEO, RentoMojo, said, “We have recently launched a digital campaign to communicate our latest offering of smartphones on lease through various channels, including social. We are looking at reaching an estimated 15 million people through the same.”
“With this video we have tried to capture the mindset of today’s consumers who are now looking at changing their phones more often than before. Interestingly, this video has already garnered over a million views, and we have also witnessed a 30% rise in traffic to our platforms, post launching the category along with other promotional campaigns,” he added.
Ashutosh Matela, Director, The Big Push Production, said, “The brief facing the team was to drive people’s attention and give the customers a benefit of changing their phone whenever they like. We created an office setting, where Priya, the central character, changes a new phone frequently and her colleagues are curious to know how.”
The campaign is currently being promoted extensively on platforms such as Facebook, YouTube and Instagram, with viewership of more than a million combined, across platforms.
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