Micromax brings colours to life with high-definition 'Hue'

Watch the film conceptualised by Lowe Lintas here

Jan 19, 2015 09:45:00 AM | Video | Campaign India Team

Micromax has rolled out an ad film for the new high-definition screen for their phone, Hue. The film has been conceptualised by Lowe Lintas.
 The film begins with a man washing his face with yellow water. This experience is repeated throughout the film as we see a lady having a bath with pink water flowing on her. Another woman walks past lion heads that squirts out multi-coloured water and so on.
The film ends with the phone lying in a body of water and oozing out colour. A voiceover says, “The new Micromax Canvas Hue, with an HD AMOLED screen. Colours can come alive.”   
Shayondeep Pal, creative director, Lowe Lintas, said, “Canvas Hue has a brilliant display of colours. So brilliant, it seems the 'colours can come alive.' In the film, the colours from the phone spread and creates magic in a normal, regular world. We have used 'water' as a medium to tell our story. How an accidental incident leads to water getting all colourful everywhere.”
Client: Micromax 
Creative agency: Lowe Lintas
Account management:  Rajiv Chatterjee, Abhishek Jain, Tanushree Paul
Creative: Shriram Iyer, Shayondeep Pal, Ira Gupta
Production: Rawshark Films
Director: Aloke Shetty
Client: Rachna Lather, Ashwarya Wadhwa