Intex Mobile has rolled out a new TV campaign, for its product the ‘IN 4470’. The campaign consists of three TVCs, that are based on the thought, ‘Jo Bolna hai, Mooh Pe Bol’.
The feature highlighted through the campaign is the ability of the phone to enable its users the option of video calling without the need of 3G. They capture different situations where people say exactly what they want to other people’s faces in situations where people typically hesitate to speak the whole truth.
Watch the TVCs (story continues below)
The TVC titled ‘father’, shows a man meditating before his daughter hands over the IN 4470 to him. On the phone is a boy, who through the video calling feature of the phone, proposes to get married to his daughter.
The second TVC titled ‘husband’, shows a man telling his wife that he’ll be home late through the video calling feature on the phone.
In the third TVC titled ‘boss’, an employee decides to enjoy the rainy weather at home and uses the Intex IN 4470 phone to inform his boss about the same through the video-calling feature.
Commenting on the TVCs, Amit Shankar and Vishnu Srivastav, executive creative directors, Grey Delhi said, “We knew that, in ‘Joh bolna hai, mooh pe bol’, we had a strong creative platform that came intrinsically from the product benefit, which was video calling. So we decided on situations that were natural and uncontrived, while adding our own twist of honesty and confidence. The humour is set within the situation and we shot in such a way that the reality comes through, along with the humour.”
National creative directors: Amit Akali and Malvika Mehra
Executive Creative Directors: Amit Shankar and Vishnu Srivatsav
Account Management: Sanghamitra Chakraborty and Khushbu Wadhawan
Production House: Full Circle
Director: Ginu John