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."