Zen pitches Ultrafone to youth as ultra-cool lifestyle companion

Zen Mobile has introduced a new handset, Ultrafone 701 HD. The launch is backed by a TVC created by Glue Brandworks, which went on air on 19 July.

The film set abroad features a young couple, played by foreign models, using various features of the phone on different occasions. It opens with the guy shooting a video of his companion. He is then shown watching football on TV while the girl is busy playing a game on the handset. As the couple go shopping, have a candle light dinner, and attend a pool party, the different features of the phone are explained through a combination of voice over and supers: a 5” HD display, gaming backed by a 1.2 Ghz processor, 8 MP camera,  BSI sensor for low light photography, single click 360-degree panorama shot and full HD video recording. Set to a sound track that says “I am crazy about you”,  the film ends with the guy gifting the girl a Zen Ultrafone.

On the TVC, Deepesh Gupta, managing director, Zen Mobile, said, “The creative concept is aimed at demonstrating how the smart phones fit in the everyday life of youth today and how smart phones are being utilised. We went more situation-centric by demonstrating the features being used in these situations rather than just trying to communicate specifications. Zen Ultrafone range is at par with the best products in the same category and the look and feel has been created keeping this in mind as we will also be opening up lot of international frontiers in the near future. One of our recent incursion has been Bangladesh.”

Gautam Mehta, founder, Glue Brandworks, added, “When you talk about Zen Mobile, the image that comes to mind is that of feature phones. The communication challenge was not just to launch the Ultrafone 701 HD but change this imagery. To achieve this, we married the Ultrafone 701 HD’s array of world-class features with a lifestyle that most youth dream of.”

Credits:

Brand: Zen Mobile

Product: Ultrafone 701 HD

Creative Agency: Glue Brandworks

Client: Deepesh Gupta, Ravi Bashyam, Vignesh Panch

Creative: Gautam Mehta

Account Management: Pawan Chohan, Ashok K.Chintadi

Production House: Spotlights

Producer: Vishal Gala

Director: David Borchkhadze

D.O.P.: Omar Gelashvili

Music Director: Abhishek Arora