Campaign India Team
Jul 04, 2014

Askme bills itself 'Bapp of all Apps' with digital-first Ranbir films

Watch the ad campaign conceptualised by Ignitee Digital here

Askme has rolled out an advertising campaign featuring Ranbir Kapoor to position itself as 'The Bapp of all Apps'. The campaign consists of several videos that have first been unveiled on the digital platform and will soon be released on television. The campaign has been conceptualised by Ignitee Digital.
 
The main film featuring Kapoor opens with a lady clicking a picture on her mobile. She looks at the picture and says 'beautiful'. When Kapoor asks her, 'You know what else is beautiful?' she walks away saying thanks (thinking he was referring to her). As she uses an app 'Now Dial', she's surrounded by lookalikes of three Bollywood stars. The trio begin to push each of their deals to catch her attention. The lady gets annoyed and screams to get rid of them. She says all the apps are making her mad and yearns for a simpler way to search. Kapoor, who is in the background, says 'of course' and then appears next to the lady. He shuts all the current apps on her phone and switches on the Askme app. The film ends with the voice over introducing Askme as ‘The Bapp of all Apps’.
 

Prior to the release of the campaign featuring Kapoor, Askme had brought in Alok Nath (of Babuji fame on social media) for a teaser campaign that was created to ‘bless’ the main campaign featuring Kapoor.
 
Atul Hegde, CEO, Ignitee Digital Services, said, "The entire Askme campaign has been thought digital upwards. It’s made to order for Instagram, Youtube, Twitter and then TV. We have created a massive body of work with more than 25 to 30 films across these mediums. The use of a superstar like Ranbir is very unique and done keeping in mind that we want to connect with the young and digital savvy consumer. And to add to this riot of ideas we got Babuji (Alok Nath) to bless Ranbir and the campaign. Ignitee is proud to have launched such a massive campaign for AskMe. It's great to see large brands like AskMe go the digital-first route, and especially with such a high profile celebrity campaign.”
 
Credits
 
Client: Askme
Agency (creative and digital): Ignitee Digital Services 
Production house (Ranbir Kapoor films): Soda Films
Production house (Alok Nath films): We Make Films
Source:
Campaign India