Google has rolled out an ad film for the launch of Android One mobile phones in India. The film conceptualised by Ogilvy & Mather is being billed as an 'anthem'.
The film is a reflection of an India that is changing and progressing. It shows us the capital city, Mumbai, and small towns and villages from across the country. As the visuals progress, the song in the background mentions cities such as Meerut and Dungarpur and an access to equal opportunities. Indians from all walks of life are showcased in the film. There are news anchors, cricketers and ball makers, each now with similar access to their dreams and aspirations. The film talks about how, power is no longer in the hands of only the powerful and how no one is weak. A cut-out of a politician, a lady cop, a marriage party and an amputee rock climber are among the featured. The film talks about equal access to opportunity for everyone, with the help of the Android One.
Abhijit Avasthi, national creative director, Ogilvy India, said, “While working on the campaign our endeavour was to translate this powerful platform philosophy into a message that everyone could connect with. The campaign drives the message that everyone now has equal opportunity and access to experience the best in the world”.
Kawal Shoor, head of planning, Ogilvy Mumbai, added, “Most young Indians believe they have what it takes to do well in life. The one thing they yearn for is an opportunity. Someone to level the playing field. Something that takes privileges out of the equation. Android One from Google is that one thing that can. And we've attempted to present this power of Android One to India at large”.
Sukesh Nayak, executive creative director, Ogilvy Mumbai, explained, “India is the first market to launch Android One platform. The anthem film celebrates people from small towns and all walks of life literally showing that everyone today has equal access to technology that can help them fulfill their dreams.
Sandeep Menon, director, marketing, Google India, said, “We are very happy to partner with Ogilvy for this initiative. The anthem film for Android One is an integral part of our campaign as it showcases our key message for this initiative. Through this anthem we want to highlight that the Android One is meant for Indians from all walks of life. The team at Ogilvy has developed a great concept and we are very excited to see how people react to the anthem film.”
Client: Google (Android One)
Agency: Ogilvy & Mather Mumbai
National creative director: Abhijit Avasthi
President, Mumbai and Kolkata: Navin Talreja
Head of planning, Mumbai: Kawal Shoor
Executive creative director: Sukesh Nayak
Business head: Namrata Keswani
Production house: Corcoise Films
Director (film): Prasoon Pandey