Micromax has launched a new variant of a phone with an advanced music player. Kalki Koechlin features in the TVC.
WATCH the TVC (story continues below)
In the TVC, Koechlin plays a young woman who is singing a song, seemingly one she's listening to on her music player, much to the irritation of her parents, as they're all going together for a movie. However, as it turns out, the song is a ploy by Koechlin to get her boyfriend to come along for the movie, without her parents knowing it.
Amer Jaleel, national creative director, Lowe Lintas, said, "The brief was to launch the new music phone in a Micromax way, and also to say that it's not just a phone, but can also be mistaken for a music player, because it looks like one."
Commenting on the creative execution and the choice of Koechlin, he said, "Sometimes when you have a very simple thing to communicate, you get a little muddled on how to do it. So we had many situations, but liked the one where Kalki has the idea of using the song to communicate the seat to the guy. Kalki was someone who was suggested by the client, we resisted it because we thought she may not look young enough. But when we looked at her pictures, we thought we could style her to look the part, and it all worked out."
Creative: R. Balki, Amer Jaleel, Deepesh Jha, Shayondeep Pal
Planning: Anurag Prasad
Business: Syed Amjad Ali, Hindol, Jatin Tyagi
Producer: Asylum Films