Campaign India Team
Sep 15, 2014

Obi Mobiles calls out to youth, 'whoever' they are

Watch the ad film conceptualised by FCB Ulka here

Obi Mobiles is making its foray into the Indian smartphones market with two TVCs. The ad films have been conceptualised by FCB Ulka. The recent entrant to India is promoted by Inflexion point which was founded by John Sculley (former Apple CEO). ​
Based on the 'black sheep of the family' theme, this film (above) begins at a family celebration of an elderly lady's birthday. The protagonist, the black sheep (demonstrated by him wearing a black sheep mask), engages the lady in a fun dance making the rest of the family feel awkward. Other instances show him returning home in muddied shoes soiling the floor, trying to scare his younger brother and playing in a kids' park among other instances. The film ends with a super and voice over saying 'Whovever you are. Obi Mobiles.'  ​

​The protagonist here is described as a 'chameleon' at her workplace due to her constantly changing moods. The film begins with her getting to her desk, where on some days she's fond of the pictures she has put up there and at other times she wants to rip them off. On some days she works really hard and on others 'not a lot'. She accepts a token of love, a potted cactus, from her office crush​ but soon throws the 'gift' out the terrace as she falls out of love. At one level she is everybody's friend, and at another she trips a colleague. She even sets fire to paperwork and hangs out alone at the office pantry. The film ends with a super and voice over saying, 'Whoever you are. Obi Mobiles.'
Ajay Sharma, CEO, Obi Mobiles,​ ​said, “In a market cluttered with innumerable brands offering the latest in technology, the challenge for us was to find a unique space for ourselves. While everyone is selling features we decided to create a brand the youth can relate to. With this objective in mind the current campaign projects Obi as the brand which is out there to celebrate individuality, without ever being judgmental."
Vasudha Misra, senior creative director, FCB Ulka, said, “Advertising in the phone category seems like it's all coming from the same place. With the phone at the front, back and center of the communication. We wanted to keep our communication as distinct as our product. For Obi, more than anything, we wanted to establish a tone and a vibe that lends itself to all elements, even the logo. A unique one that people will be able to spot and recognise without waiting for the product window.”
Sanjay Tandon​, ​chief ​operating ​officer, FCB Ulka​, added, “Obi is a global smartphone brand debuting in India. It’s backed by John Sculley, a marketing legend who has seen enormous success with PepsiCo and Apple. We have developed the brand idea and its design keeping in mind the global ambition and some clear and universal consumer signals. Obi as a brand is envisioned to be disruptive in its experience. It’s going to be a quirky and charming brand that sticks under your skin. As the roll out gathers momentum, consumers will realise that it represents an explosive celebration of the self, and the more they engage with the brand, the more enriched is their life!”
Client: Obi Mobile
Agency: FCB Ulka
CEO: Ajay Sharma
Senior creative director: Vasudha Misra
COO: Sanjay Tandon
Campaign India

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