S Mobility has launched an entry-level touchphone series, Spice Flo. Two models, Flo Me and Flo TV, feature in a television commercial on air currently.
The ad takes the shape of a stylised pop music video. The video says, “You want to touch me”, while highlighting social networking capabilities and music features of the phones. At the end, it also speaks of an Analog TV feature.
Pradyumna Chauhan, group creative head, Ogilvy & Mather Mumbai, said, “Youngsters love song and dance and they also dig technology. So this ad pretty much takes off from there. Which is why we have attempted a pop video feel while interspersing the cool internet functions of the mobile in a track itself.”
Mahesh Gharat, group creative head, Ogilvy & Mather Mumbai, added, “The Spice Flo series is a cool package in entirety. Starting from the name to its surround sound to amazing internet functions, it's a cool 'must buy' for today’s youth. We just presented those facts in a way most appealing to the target.”
S Mobility will use film, radio, print and point of sale to promote the range.
Client: S Mobility
Creative agency: Ogilvy & Mather
Group creative heads: Pradyumna Chauhan, Mahesh Gharat
Creative team: Pradyumna Chauhan, Mahesh Gharat, Vivek Reddy, Vishal Rajpurkar, Adwait Kulkarni
Account management: Ajay Menon, Roshni Mohan, Abhishek Banerjee
Production house: Good Morning Films
Director: Shashanka Chaturvedi (aka Bob)
Producer: Vikram Kalra