Micromax is the latest handset manufacturer to enter the world of Android phones for which Lowe Lintas (Delhi) has conceptualised the launch campaign.
The TVC opens with a shot of a man with ‘The unkept’ look which consists of long hair, an unshaven beard and a tattoo amongst others. The protagonist is then shown walking into a store looking for a pair of formal shoes as well as a suit followed by a visit to get his tattoo removed, his hair cut and shaving off his beard. When he returns home, the new look satisfies his parents as it’s shown to be a family tradition with his father as well as grandfather (shown in a picture) sporting the same look. The TVC ends with the father embracing his son and the voiceover saying, “I impressed my dad. What will you do to get your first Android?”, followed by Micromax’s tagline, “Nothing like anything”.
Along with this TVC, three other short TVCs which talk about how far the youth is ready to go to get an Android, are also going to be released. Situations revolving around baby sitting and working are two situations which will be described. Commenting on the campaign, Syed Amjad Ali, executive vice president, Lowe Lintas, said, “The brief given to us was to launch the Micromax Android without talking about the features offered by the Android. All the other brands in the category have based their communication on that, but we thought we’ll build the brand instead.”Deepesh Jha, executive creative director, Lowe Lintas (Delhi), added, “Keeping in mind the TG for the phone we wanted to have a tongue in cheek campaign. In our campaign, although the protagonist is shown losing his hair, he’s not lost his attitude. It’s something what we call dignity while making the sacrifice. That’s the balance we tried to maintain.”
On the character used in the TVC, Jha added, “The protagonist in the film had grown his hair for the last two and a half years and wasn’t the happiest person around when he heard he had to chop off his hair. To get him to smile in the TVC after that was an ordeal as he just wasn’t up for it.”
To increase consumer engagement, a contest has also been started for which the winner gets a Micromax Android. To participate, one needs to visit www.myfirstandroid.com, and talk about a crazy thing one is ready to do, to own their first Android.
The communication for the phone is a 360 degree campaign, which also consists of virals, online and offline activations.
Agency: Lowe Lintas (Delhi)
Client Servicing: Syed Amjad Ali, M.N Damodaran, Srishti Jain
Creative: Deepesh Jha, Priyank Narayan, Arko Bose