Glance, a screen zero platform that provides digital content on the lock screens of smartphones, has launched its multi-media advertising campaign “Ye Glance Hai”.
Crafted by DDB Mudra to communicate the exciting possibilities of content delivered on lock screens, the campaign is brought alive with vibrance, which is intrinsic to the brand, by known names in the world of entertainment and sports.
The light-hearted campaign co-relates ‘Glance’ with familiar words and their quirky representations in a way that India can relate. The tagline “Bar Bar Dekho” is to signify how as users we keep discovering more and more on our phones which get further amplified by the lock screen of smartphones, as in this case. The faces of the campaign have been chosen from different segments such as fitness, sports and entertainment. They include Telugu actor Rana Daggubati; cricketer Hardik Pandya; Bollywood actor Rajkummar Rao; television actress Hina Khan; comedian Vir Das; Tamil model and actress Trisha, and Ali Fazal, actor and model from Lucknow. Their characters mostly depict their real and reel-life personalities.
The ad campaign has been launched across channels, which includes television, digital platforms and various OTT platforms to capture the minds of the new-age audience.
“We wanted to keep it pithy. We wanted to entertain. And most importantly, we wanted to leave the name ‘Glance’ in the mind of consumers. We realised that a product as rich and varied as this (Glance) needed to be experienced. So, we decided to a simple, running gag that entertains every time and just leaves enough intrigue on the table for you to check out the product,” said Vishnu Srivatsav, Creative Director, DDB Mudra Group.
Bikash Chowdhury, Chief of Marketing, Glance, said, “Just within two years of its launch, Glance has positioned itself as the leading platform for content delivery with millions of happy users who are following favourite content almost every seconds and minutes. We wanted to further amplify this, by telling them how Glance can take them to their exciting worlds of content preferences through simple and crisp stories told by their favourable stars, truly living up to ‘Ye Glance Hai’.”
Glance delivers AI-driven personalised content in multiple languages, including English, Hindi, Tamil, Telugu and Bahasa on the lock screen of Android smartphones. Glance has more than 115 million daily active users that spend 25 minutes per day. As a subsidiary of InMobi Group and owner of video-sharing social media platform Roposo, Glance has access to 33 million monthly active users who spend 20 minutes daily consuming content across multiple genres in more than 10 languages.
Glance delivers trending content across entertainment, sports, fashion, news, and other content categories in a rich, visual format that is easy to consume with just a tap on the lock screen.
Creative: Vishnu Srivatsav, George Sebastian, Hemangi Chatterjee, Akshay Shetty, Sayok Ray
Business: Ashwini Rajan, Vipindas Oz Strategy: Vivas Nandhakumar, Rimjhim Roy Production House: Corcoise Films Pvt Ltd.