The campaign broke with three teasers that captured the quirks and personalities of each of the celebrities. John’s teaser showed him playfully flirting with a couple of pretty girls. Abhay’s teaser focused on his love for clothes and his compulsion to look stylish.
"Mobile phone is growing very fast in the youth segment LG Mobiles has positioned itself as a fun loving, free spirited brand. This year LG Mobiles plans to introduce a strong & differentiated product line up. Our association with celebrities is because of our focus to capture the youth market. The Cookie PEP phone is all about fun, entertainment, networking & with just the right applications that you would need in your phone," said Sudhin Mathur, business head, mobile communications, LG Electronics India.
“As the name suggests, the phone will enable our young mobile users to have an unordinary fun experience. It delivers all the essentials in communication, multimedia and entertainment in a delightfully compact form, he added.
"We've understood that young people travel their life in gangs. The age of the smouldering loner is over. And the concept of fun itself has changed a lot in India. Simply put, we always have a good time in our group, sometimes even at a friend's expense. We believe it's the new definition of cool. It's about what you can get away with," says Chraneeta Mann, creative head on LG.
Watch the TVC here:
Commenting about the campaign, Minakshi Achan, chief creative officer, Rediffusion Y&R said, "We had Cookie PEP - a phone with just the right amount of fun-packed features for the youth. We had three celebrities who embodied the easy going, free spiritedness of today's generation. So while the communication was all about simplicity, we kept it vibrant and fun by taking off from the light-hearted interplay that's so much a part of youth today."
Project: LG Cookie Pep
National creative director: Minakshi Achan & Sagar Mahabaleshwarkar
Executive Creative Director: Chraneeta Mann
Copywriter: Chraneeta Mann
Art director: Diganto Guha
Production house: The Big Picture Company
Director: Sabal Shekhawat
Planning team: Swati Dagur & Kushagra Bhatnagar
Client servicing team: Anant Pal Singh, Abraham Thomas & Rehman Kazmi
Post-production studio: Famous
Media used: Television, Print, Outdoor, Digital, Social Media, BTL and activations.