Micromax has launched Canvas 2, another mobile handset that will compete smartphones in the market.
The launch campaign created by Lowe Lintas is built around the tagline 'The Phone That Can'.
The 45-second TVC shows a globe trotting protagonist who is faced with questions on his various sojourns. Like: Can he understand the language of a foreign land, can he mingle with the foreigners by understanding their cultural nuances, can he play music without any instruments, can he befriend people on the go and can he make memories that'll stay forever? The commercial ends with this message: 'When questions begin with a 'can' why can't answers'? The next frame introduces Canvas 2 smartphone from the Micromax stable.
Amer Jaleel, national creative director, Lowe Lintas, said, "The brief was to show that Canvas 2 is as good or even better than the existing smartphones in the market. It's for people who use the phone as a lifestyle accessory."
The film tries to execute the brief by showing the story of a globetrotting man who is a worldly wise and evolved human being; he wants to do a lot of things in life and his phone acts as an aid at each step of his journey, Jaleel explained.
Micromax will be releasing another campaign for the Canvas 2 next month.
The film was shot in Cape Town over a period of three days. It was produced by Lowe's in-house production unit Lintas Production, while the director was brought down from Hungary. The song in the backdrop was written by Arjun Balasubramanian, a part of the creative team at Lowe, informed Jaleel. Post-production was done in India in 10 days.
Client: Micromax (Shubodip Pal, Rachna Lather, Dheeraj Kukreja)
Agency: Lowe Lintas
Creative: R Balki, Amer Jaleel, Shriram Iyer, Shayondeep Pal
Servicing: Syed Amjad Ali, Rajiv Chatterjee, Pushpanjali Bisht, Nakul Chaturvedi
Production house: Lintas Productions
Producer: Anil Naidu
Media agency: ZenithOptimedia