Micromax has rolled out an ad film that highlights the quality of its line of LED televisions. The film has been conceptualised by Lowe Lintas and features cricket analyst Harsha Bhogle, music director Amit Trivedi and film director Anurag Kashyap.
The film starts off with the title 'Why experts on TV, chose our TV'. The first expert on screen is Bhogle, pictured in the third umpire's enclosure. He talks about the minute details that can decide a game of cricket and how the smallest of errors can break a billion hearts. He talks about the tough job the umpires have, as they view a close decision after viewing the replay. The film moves to Trivedi, who talks about how every character has a musical definition. In a recording studio, he directs the sound engineer until they get the balance just right for a background score. Next up is Kashyap, who talks about the emotion in colour. He jokes about how the ‘picture’ can afford to be up and down but the quality of the picture can’t. The trio make the point that it's about 'clarity', 'audio' and 'visuals', as product features are explained in supers. The film ends with a visual of the Micromax LED TV and a voice over saying, “Experts ki mehnat dekhiye expert TV par. Micromax...” (Watch the experts' efforts on an expert TV).
Shubhajit Sen, CMO, Micromax Informatics, said, “Micromax has been a pioneer and an innovator in the industry and has always brought best-in-class technology to the market. Moreover, being a youth-centric brand Micromax has always believed in bringing alive 'nothing like anything' experiences for the Indian audiences. Riding on the same two thoughts, the new TVC depicts how the Micromax LED television is the choice of the experts who are perfectionists in different domains. Whether it’s about getting the perfect colour saturation for Anurag Kashyap, the exact musical note for Amit Trivedi, or the crucial decision in the game of cricket for Harsha Bhogle, the commercial brings alive the critical role the correct screen can make in enhancing an audio-visual experience. With this campaign we aim at making the 13 million CRT television consumers in the market to upgrade to the Micromax’s LED television to further provide better, sharper, smarter cinematic experience in every household. The compelling TVC will be further supported by strong 360-degree marketing campaign”
Shayondeep Pal, executive creative director, Lowe Lintas, said, "Rather than using just celebrities, the idea was to use domain experts - like Anurag Kashyap for picture quality, Amit Trivedi for sound and Harsha Bhogle for clarity and detailing. We wanted to stay authentic and sound genuine and didn't want to project an esoteric imagery like other brands. What those guys felt about picture or sound or clarity. Nothing was scripted. We gave them a basic direction and they came up with their pieces - while they were composing or colour correcting or doing commentary. The attempt was to use celebrities in the most honest way."
Client: Micromax Informatics
Creative agency : Lowe Lintas
Creative: Amer Jaleel, Shriram Iyer, Shayondeep Pal, Mohit Arora, Ajoy Krishna, Anshul Nagpal, Saarthak Dutt
Business: Naveen Gaur, Rajiv Chatterjee, Tanushree Paul
Production house: Roshan Shetty Productions
Director: Anaam Mishra
Micromax: Shubhajit Sen , Prateek Arya