Maxx Mobile has launched a new television campaign featuring brand ambassador MS Dhoni.
The television campaign, already on-air during the IPL's current season is part of the mobile handset maker's larger plan to use the popular cricketing event to launch the brand across the country.
Pickle Lintas is the creative agency behind the campaign.
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Commenting on the campaign, Rahul Jauhari, national creative director, Pickle Lintas said, "We had two primary challenges. Introduce Maxx in a cluttered market where many brands already exist. And there are new ones like Karbonn with big spends. To add to that, in a scenario where another brand Micromaxx (with a similar name) is spending heavily. So we had to create distinct communication and develop buzz around Maxx."
He further added, "The campaign is very different from any handset brand campaign in the country. We have kept it totally centered around the product as opposed to the celeb. And used Dhoni differently. The point was to get various aspects of Maxx mobiles across. The campaign idea of people wanting Dhoni's Maxx Mobile led to the series of public pleas from Dhoni."
Jauhari says that the campaign has been noted and talked about. "There is a lock-in of Maxx with Dhoni thanks to the unusual story in the campaign. And we hope the campaign will create an identity distinct from competition. IPL gave us a great platform to start out on."
Project Name: Maxx Karo
National creative director: Rahul Jauhari
Creative director: Nitin Kumar, Kaajari Tiwari, Rakhi Anand.
Art/Copy: Ganesh Naik, Vishal Nicholas.
Design and production: Siddharta Nerurkar, Nitin Hegiste, Yashwant Sawant, Pramod Kodegaonkar.
Client servicing Team: Kevin Dsouza, Aradhana Vermani, Sitakshi Talwar, Sabyasachi.
Production House: Silver Hammer
Director: Amit Karia, Vinod Iyer
Post-production Studio: Prime Focus Plus
Media agency: MPG