Microsoft pushes ‘originality’ in new campaign

Microsoft has rolled out a new TVC as a part of its initiative to help customers distinguish between original and pirated software. The commercial, developed by McCann Erickson Delhi, promotes Certificate of Authenticity (CoA) as a label that can help consumers identify genuine Microsoft software as well as highlights the risks involved in using counterfeit software.

The spot opens at an Indian export unit which has some visiting foreign investors. As the owner takes them around, flaunting his impeccable working standards, one of the investors notices a CPU without a CoA sticker. Alarmed he looks around and sees everything in the factory turn into cardboard cut-outs which soon collapse. The spot ends with the tagline, “Computer kharidtey samay samjhauta nahin!” (No compromise while buying a computer)

Said Prasoon Joshi, executive chairperson, McCann Worldgroup India, and regional creative director, McCann Asia Pacific, “By using cardboard as a metaphor, the commercial aims to reiterate the importance of using everything original. Otherwise, in today’s global business environment, success would be fake and all would be lost like cardboard success.”

The film has been directed by Rajesh Krishnan of Soda Films.

Watch the TVC here:

Microsoft "Value of Original" from Campaign India on Vimeo.