Spice Mobility has made an entry into the 3D arena, with an offering called View D. Ogilvy & Mather Delhi has conceptualised the campaign. In the TVC, a young girl is bored at home when she's stuck inside on a rainy day. No book keeps her entertained for long, till her father brings her a colourful 3-D pop up book, which makes the girl happy. The voiceover says, "The magic of 3-D. Now on Spice View D."
Naveen Paul, vice president - marketing, Spice Mobiles, said, "When we created View D phones we knew we had a product different from anything else in the market. Now we wanted advertising that stood apart. With growing popularity of 3D content and devices, this is one segment we had to capture. Our brief to Ogilvy was simple - our product technology can sell itself, now we want magic."
Ajay Gahlaut, executive creative director, Ogilvy & Mather Delhi, added, "The challenge always while launching anything that’s steeped in technology is to make it human. It’s very easy to get carried away by the tech aspect of something so new and innovative as 3D. There are enough and more ads by 3D TVs that demonstrate the visual appeal of 3D, therefore we wanted to create work that showed the emotional appeal. We went back to the basics, actually to our childhood. As a child, I (and everyone else, surely) had a special fondness for jack-in-the-boxes and pop-up books over ordinary toys and books. The element of surprise combined with vivid visual imagery created magic for me, always. After we chose pop-up books, the script pretty much wrote itself."
Watch the TVC
Client: Spice Mobiles
ECD: Ajay Gahlaut
Senior CD: Vikash Chemjong, Basabjeet Majumdar
Creative Director, Copywriter: Divya Bhatia
Associate Creative Director, Art Director: Pooja Trehan Theeng
Production House: Little Lamb
Director: Bodhayan Mukherjee
Music: Amar Mangrulkar
Vice President: Bhavna Swarup
Management Supervisor: Aman Kishore