Following the appointment of Meridian Communication as its creative agency, Onida has released a new TVC for its KY Studio Mobile phone.
The TVC shows a mother walking an infant in a pram, and the infant blurting out famous Bollywood lines like, “Maa ka dhoodh piya hai to mere samne aa” and “Kutte, main tera khoon pee jaoonga” at strangers, much to his mother's surprise. The voiceover then explains that the Onida mobile has enough memory to save 80 films, which will make everyone a film-buff. The film ends with a warning that warns users to make sure their phones do not fall into the wrong hands.
On the idea behind the film, Sridhar Rajagopalan, senior creative director, Meridian Communication, said, "The idea came from the fact that little children all over the country actually mimic their favourite film stars and look really cute doing that. We only took a little license on the age of the child."
Samrat Bedi, head of office, Meridian, Mumbai, said, "Baby Talk is our first piece of communication in the mobile category. We had to ensure that we stayed true to the Onida values, kept the proposition single - minded and achieved significant cut-through in a space where quite a few players are out there are talking movie phones."
Rensil D’Silva, Executive Creative Director, Meridian Communication, added, "It has so many movies that it could convert anybody into a movie buff."
Client: Mirc Electronics
Brand: Onida Mobiles
Agency: Meridian Communication, Mumbai
Executive creative director: Rensil D'Silva
Senior creative director: Sridhar Rajagopalan
Account management team:
Head of office: Samrat Bedi
Client Services Director: Kalim Ansari
Senior account executive: Ami Parekh
Film executive: Shagun Shah
Director: Prasoon Pandey
Production House : Corcoise Films