Micromax goes over the top, to show colours come alive on its Canvas HD phone

Mobile handset manufacturer Micromax has released a TVC for its latest offering, the Canvas HD mobile handset. The product features includes a five inch screen and uses a quad core processor. The ad film created by Lowe Lintas and Partners went on air on 3 April.

The TVC opens on a sombre note with prisoners lined up before a firing squad in a military base. The choice of models suggests that the setting is somewhere in South East Asia. The commander nods to his lieutenant and the trembling prisoners are fired at. Even after being shot, the prisoners realise that they are alive – and drenched in colour. The soldiers fire a second round of shots but instead of bullets, the guns fire a blast of colours again. The prisoners, the wall behind them, a car parked in the vicinity and everything around now look like a canvas painted with vibrant colours. The commercial’s background score add up to the drama and lightens up the ambience. The voice-over says, ‘Colours can come alive’. A photographer holds up his Micromax Canvas HD phone to capture the happy and vibrant images of the prisoners. The TVC ends with the voice over announcing ‘Micromax Canvas HD with quad core processor- it’s nothing like anything’.

On the brief given to the agency, Amer Jaleel, NCD, Lowe Lintas and Partners, said, “The client wanted to showcase that the phone has television-like resolution and therefore the images can display amazing colour and clarity. The idea was to build the communication around the colour display ability of the phone.”

He added, “Micromax wanted to use the quirky humour route for this TVC. Secondly, we also wanted to give this TVC an international feel. Both consumers and tech geeks consider Micromax as one of the top brands and compare it with major players like Samsung.”

“Of late, there are a lot of brands talking about colour, but our campaign is different as it has a distinct tonality. The treatment of the TVC is quirky, mad and slightly evil. We want to appeal to the youth, and hence, are happy to go with this tonality as it would stand out amongst the clutter prevalent today,” he signs off.

Credits:

Client: Micromax

Creative agency: Lowe Lintas and Partners

National creative director: Amer jaleel

Creative head for the brand: Shayon Deep Pal