Campaign India Team
Apr 15, 2014

Spice promises to connect people with their dreams

Watch the ad film conceptualised by Ogilvy & Mather here

wide player in 16:9 format. Used on article page for Campaign.
Spice Mobile has rolled out a second film in its 'Milaye Sapnon Se' campaign. 
Conceptualised by Ogilvy & Mather, the film looks to take the emotional route again. It opens in a night market where a young girl is shown walking along with a young man (her elder brother). She notices a ballerina toy and is fascinated by it. The scene shifts to her house. She admires the toy, before she takes to the terrace to practice the dance steps with her ‘instructor’ (a Spice smartphone). Using the phone, she goes on to connect with this dream and starts learning various ballet steps, getting better at the art progressively. The films signs off with the brand’s message 'Milaye Sapnon Se'.

In a statement, Azazul Haque and Mahesh Gharat, group creative directors, Ogilvy India, said, "We needed a story that’s charming, real, fascinating, fresh and most importantly something that can connect with the dreams of small town youth of this nation. And today’s small town youth wants to experiment, explore, try out new things. Unlike before, they are now exposed to literally an entire world of possibilities because of smartphone technology. They are exposed to new dreams. And Spice smartphones is there to connect them with that dream world."
Client: Spice Retail 
Team: Bharat Bambawale, Sapna Sharma, Atul Saini, Manish Kumar
Creative agency: Ogilvy & Mather
Creative team: Mahesh Gharat, Azazul Haque, Shahnawaz Qadeer, Sandip Gaikwad
Account management: Ajay Menon, Roshni Mohan, Karthik Narayan, Neha Agarwal
Account planning: Vipasha Bhuptani, Aparna Jain
Production house: Good Morning Films
Director (film): Shashanka Chaturvedi
Producer: Robin D’Cruz
Music: Pankaj Avasthi
Campaign India