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Dentsu Impact, the creative agency from Dentsu Aegis Network, has rolled out a campaign for Mobiistar C1 Shine. C1 Shine’s eye catching ‘Mirror shine body’ is the focus of the campaign.
In the campaign Mobiistar, C1 Shine focuses on how a feature with a combination of looks can add value to a consumer.
The communication features a young, energetic individual from a semi-urban locale, who upon using C1 Shine sees his day transform into something magical. It’s a story where a phone magically transforms a life of an ordinary young man by being his partner in crime. The campaign is titled ‘Bade chamak rahe ho’.
The campaign will be rolled out pan India with a greater presence in offline, POS and other key touch points of purchase. In a segment that is price-value conscious, this campaign aims at garnering greater awareness and furthering the brand promise of Mobiistar of ‘enjoy more’ through an insightful storytelling.
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Anupama Ramaswamy, National Creative Director, Dentsu Impact, said, “Our consumer is constantly hunting for acceptance and acknowledgement from people in and around his/her life. Interestingly, 'Bade chamak rahe ho' is a fun colloquial sentence that perfectly bridges our consumer's insight with the product truth of mirror-like shine. The film is entertaining and not preachy. The music will surely make you take notice and smile. All this helped us weave a story that we're sure it will add shine to its viewers' lives.”
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Aniruddha Deb, Chief Marketing Officer, Mobiistar India, added, “In a category firmly positioned on features and price-value benefits, it is Mobiistar’s vision to provide value through the best of features at a price that is accessible to small town customers. A phone to this TG is not just a phone but a device that accentuates his personality and stature. Our campaign brings alive this idea perfectly.”
The Campaign :
Credits:
Client: Mobiistar
Creative Agency: Dentsu Impact Pvt. Ltd.
Production House: Chrome Pictures
Director (Film): Vijay Veermal
Producer: Roopali Singhal