A new BlackBerry TVC is on air, pegged on the new devices on the OS 7 platform, but depicting a new BlackBerry user who is greeted by other users all welcoming him into the fold, even though he doesn't know them.
When asked about what is BlackBerry's tone of voice in India, Krishnadeep Baruah, director marketing, Research In Motion India, said, "If you look at our brand and you look back at the last seven years that we've been in India, we actually began with the mid- and high-end executives. BlackBerry was always looked at as a serious business device. Over the last few years, there are a lot of features and functionality that we've brought into the device, which has really grown the numbers of the BlackBerry user. We would never have expected young teenagers to use the BlackBerry but we find that's a really growing segment for us. Teens, people in their first year of college, or those in the early years of their career, are using the BlackBerry. So if you look at our overall tone, it's very positive, full of energy and joyful and it gives you a sense of being connected with people who matter."
Talking about the communication task for the launch of the devices on the new platform, Baruah said, "We launched four products with OS 7 within a spate of four weeks and our primary communication which was features of the device really happened through our print campaign, and outdoor, especially in emerging cities. We also incentivised our retail point-of-sale merchandising. What we did in the TV campaign was slightly different - it was used to generate awareness that there is a whole new range of devices that are now available on the BlackBerry 7 platform, and along with it we wanted to bring in an emotion where, if you are part of the BlackBerry family, you're actually welcomed into a larger family. Even if it's completely unknown people, you actually strike up a conversation with people who are BlackBerry users like you."
Baruah added that BBDO is BlackBerry's agency of record globally and now in India as well, and this is their first TV campaign together here. BlackBerry India's media agency is Starcom.
Josy Paul, chairman and chief creative officer, BBDO India, said, "Today's youth want to be a part of something bigger. They want to belong to the big sociable world of BlackBerry. The feeling of community and belonging is the brand's greatest strength."