Mircromax has created what is billed as the first ever phone that pays its consumers to watch ads - MAd phone. A MAd App (pre-loaded in the phone) helps customers earn talk time, get bill waivers and avail free recharges by watching ads before the call connects.
Shubhodip Pal, CMO, Micromax, said, “Micromax advertising application Mad is our unique attempt to create a win-win for the mobile ecosystem where our customer not only gets delighted with the device hardware, but also with the unique application that will be supported across all GSM telecom operators and works well for both prepaid and postpaid customers.”
An campaign to promote the product has been conceptualised by Lowe Lintas and Partners. The TV campaign was preceded by teasers that built on a ‘Mad about ads?’ message.
View the ads here:
The campaign pays tribute to some memorable Indian ads. It features characters who speak about the ads fondly and narrate their storylines to those around them. These include the recent 5 Star (Ramesh-Suresh) commercial, and the one for Vodafone featuring the pug that follows its master everywhere. The protagonists express their admiration for the ads, leading to the message ‘Mad about ads?’ In another film, a lady in a supermarket is shown singing brand Liril’s jingle aloud and dancing, when asked by an attendant which brand she wanted to buy,
Sriram Iyer, ECD, Lowe Lintas and Partners, said “It is one of those rare times in advertising when the product story is genuinely new and inventive. The campaign, therefore had to do justice. In my opinion, in the process of telling the story of ‘MAd App’, we’ve also managed to pay a tribute to ‘the world of Indian Advertising’ too.”
The launch is being supported by a 360-degree marketing campaign. It was preceded by a digital leg - 'Guess the Ad'.
Client: Shubhodip Pal, Rachna Lather
Creative agency: Lowe Lintas and Partners
Creative: R Balki, Amer Jaleel, Shriram Iyer, Shayondeep Pal , Arko P Bose, Manzoor Alam, Anshul Nagpal, Ipshita Bose
Business: Rajiv Chatterjee, Priyank Pant, Sana Ahsan, Aditya Mehra
Production House: Lintas Productions
Directors: Shriram Iyer, Shayondeep Pal