Raahil Chopra
Oct 18, 2010

Bates141 highlights the uses of a long battery life in Zen Mobile TVC

Uses brand ambassador Amitabh Bachchan in the communication

Bates141 highlights the uses of a long battery life in Zen Mobile TVC

Bates141 has conceptualised a TVC for Zen Mobile which features its brand ambassador, Amitabh Bachchan. Zen Mobile is one of the latest entrants in the mobile phone market.

The TVC, opens in a village where a crowd is watching a movie in an outdoor setting in a village while Bachchan is shown counting his collections from the show. While he is doing that, due to a power cut in the village the projector goes off, causing rage amongst the viewers. The viewers start showing their disgust by shouting at Bachchan and demand a refund for the show. That’s when Bachchan takes out his Zen Mobile M-25 handset and says, “Yeh hai Zen Mobile mini-theatre”. He then plays a video on his phone and asks the crowd do watch it instead of getting disappointed with the power loss. With this he highlights the 72 hour long battery feature of the phone.

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On Amitabh Bachchan’s appointment as brand ambassador, Deepesh Gupta, managing director, Zen Mobile, said, "Zen Mobile is poised to have a national footprint. Amitabh Bachchan has mass appeal and we'll cut through the clutter thanks to his endorsement of the brand." The brief to Bates 141, says Gupta, was to focus on the long-battery feature of the handset.” 
Commenting on the campaign, Sagar Mahabaleshwarkar, national creative director, Bates 141 sayid, "The big-battery story is told using earthy humour and is a refreshing change from the chic, urban setting of most mobile phone commercials. It was a pleasure seeing Mr Bachchan enact this role."

Sambit Mohanty, ECD, Bates,added, "We wanted to depict Amitabh Bachchan not as a typical brand ambassador but as a character people would identify with. AB as a wily projectionist plays this role to the hilt."

Vaasu Gavarasana, EVP, Bates (Delhi) said, "We are well on our way building Zen Mobile as a force to reckon with. This TVC will definitely be a hit with the masses - much like Amitabh Bachchan's films!"

Rising Sun Films is the production house that has worked on the film. 

Source:
Campaign India