Micromax Indian Aces has rolled out its first ad film ahead of the launch of the inaugural season of the International Premier Tennis League. The film has been conceptualised by Lowe Lintas and went on air on 17 November 2014.
The film has been set to the anthem of the Indian team, ‘De Dana Dan’.
The film is an action packed montage of tennis madness spreading across the country. The film features me and women of all ages.
The film begins with chalk been laid down on grass and makeshift tennis courts being made out of anything and everything available at hand. We see people making tennis nets out of ‘sarees’ ( an Indian garment), religious garlands. Court lines are drawn out with chalk and lines in the sand.
The film cuts to young men and women getting ready to play the game as they stretch, bounce balls and get ready to serve.
Once the serves start to come in the film jumps across the country showing the audience all kinds of players and courts types. As the audience sees this, the film ends with a voice over that says, “Catch the tennis madness this season. Cheer for the Micromax Indian Aces as they battle it out at the International Premier Tennis League. Go Aces!”
Shayondeep Pal, group creative director, Lowe Lintas, added, “The idea was to make tennis, a niche sport in India, more popular. So, the first thing we wanted to do was to de-construct the game. We started with a track that explains tennis in the simplest possible way - Hari Hari Ghaas pe Le Danadan, De Danadan. The second thing was to show people choosing to play tennis anywhere and everywhere - rooftops, street, front lawn etc. with saree, fishing net, garlands as nets. The creative is thus a quirky display of a world where the country, obsessed with this new sport is celebrating its 'madness' in all its glory!”
According to the company, the attempt is to build on the vision on the three pillars - music, movies and sports in the country.
Creative agency: Lowe Lintas
Creative: Amer Jaleel, Shriram Iyer, Shayondeep Pal, Mohit Arora, Manzoor Alam, Arko Provo Bose, Ipshita Bose
Business: Rajiv Chatterjee, Satinder Kaur, Tanushree Paul, Aditya Mehra
Production house: Perfect 10
Director: Richard D'Alessio