Akshay Kumar plays a dentist of the not-so-normal-kind in new Micromax film

The new TVC for Micromax puts a rather bizarre spin on the bluetooth device for mobile phones.

WATCH the TVC (story continues below)

In the film, various people who seem to be holding a cheek with one hand to ease their toothache, and are struggling to do something else with the other free one, are offered a visiting card saying "Tooth Clinic". When one man steps inside the clinic, and sits in the dentist's (played by Akshay Kumar) chair, Kumar slaps a bluetooth device on his ear, and says, "You're free", implying that the trouble wasn't a toothache after all, but that these people were having problems with holding their mobile phones all the time. The ad is to promote the new Micromax Van Gogh which has a dock for the bluetooth device. Kumar flashes a smile at the end which shows him having a blue tooth.

Commenting on the TVC, Amer Jaleel, national creative director, Lowe Lintas, said, "Micromax enables you to join the handsfree world is the strategy. While the Micromax phone comes with the innovative feature that you can keep the device on your phone till you need it, we realised we needed to push bluetooth more than the feature itself. The idea for the ad comes from something Balki said in a meeting that we should have a shining blue tooth in somebody's mouth in the commercial. It was something he said casually, but I thought there was something there: when you hold a phone to your ear, you do look like you have a toothache. So we took a bizarre connection and worked backwards to make it into the communication. We have a superbly ambitious and forward looking client in Micromax, and they love bizarre ideas."

Credits:

Client: Micromax
Agency: Lowe Lintas