A new commercial created by Lowe Lintas for Micromax's Qube phone continues on the line of thought of the obsession caused by the phone. The idea was also seen in previous commercials featuring Akshay Kumar, and for the Bling model.
In the new TVC, a soldier in the line of fire in a war-ravaged city, is furious when his colleague refuses to give up playing with his Qube phone to help him out. In complete frustration,he snatches the phone from him and throws it behind their cover. To his astonishment, his attacker stops his assault just then. When the soldiers look out to check, they discover it's because the attacker is now obsessed with the phone.
Amer Jaleel, national creative director of Lowe Lintas, explained the background to the ad to Campaign India, "We have a kind of territory we operate in for Micromax, which is the kind of 'madness' caused by the involvement with features."
The ad was shot in Amman in Jordan, and the feel was inspired by 'The Hurt Locker'. "Modern day warfare happens in cities, and not in a jungle or at the border, which is why we chose to shoot it there," Jaleel said. "The shoot was very gruelling because it's an arid place but we got fabulous technical support from the army with real weapons. We wanted the finished product to appear like the viewer was catching a news snippet or a movie, versus watching an ad."
Jaleel said the credit for the commercial goes entirely to the Delhi office of Lowe Lintas, which would continue to be an area of focus for the agency.
Watch the TVC
Chairman & Chief Creative Officer: R. Balki
National Creative Director: Amer Jaleel
Executive Vice President: Syed Amjad Ali
Creative Director: Shayondeep Pal
Creative Director: Harpal Singh
Brand Services Director: MN Damodaran
Brand Services Manager: Srishti Jain
Creative Producer: Rishi Chandna