HTC has launched its new phone called HTC Explorer. The campaign for the launch of the phone has been created by Meridian Delhi. Initially the agency released print campaign across the country and created a TV commercial later on.
The plot of the TVC involves a girl who is apparently mad at her beau and you don't see the boy making amends but two coloured fingers. Whether it is giving her flowers, doing a moonwalk inside a refrigerator, it's all the two fingers who are doing the talking, trying to say sorry to the girl. All this wooing to get her to smile and thereby deliver the message that with HTC Explorer your world is just a touch away.
Commenting on the campaign idea, Krishna Mani, creative director (copy), Meridian Delhi, said, "We wanted a tone that will work for the brand amidst the clutter in the genre where everyone was talking about technology and price. We thought let's keep the idea simple and convey the message through painted fingers."
Mani added that while working on the print campaign, everybody in their team was so excited that all of them wanted their fingers painted irrespective of whether it was to be used for the photo-shoot or not.
Here are the print ads from the campaign:
Client: HTC, Manu Seth, country head, marketing
Agency: Meridian Delhi
Creative director: Krishna Mani (copy), Pulak Bisht (art)
Account management: Chandana Agarwal (senior vice-president), Paveena Malhotra (group account manager)