Micromax Canvas rides on Selfie rage to tap women

Micromax has rolled out an ad film to showcase their latest offering , the Micromax Canvas Selfie with its in-built beauty. The film, conceptualised by Lowe Lintas and Partners, went on air on 28 February.

The film shows a tall woman on a travellator who has just arrived at the airport. She pulls out her phone to take a selfie. Not happy with it, the film zooms into phone screen. The still image springs to life and the woman transforms into an almost mannequin like figure inside a dream world, perched on a conveyer belt as a staff of beauticians attend to her. As she reaches the end of the conveyer belt, she looks perfect. The film zoom outs and back to the selfie screen where we see the original image on the phone. The girl is seen happy to see herself in a stunningly new avatar. The film ends with a super of the product window showing the features.

Shubhajit Sen, chief marketing officer, Micromax, said, “With the selfie rage already running strong, people today take and retake pictures of themselves until it mirrors perfection and what they want the world to see them as. Keeping this in mind, we have created our latest smartphone, Canvas Selfie with 13 MP front and rear camera and in-built beauty editing tools to give the consumers that perfect selfie. Capturing this thought and the unique selfie features of the smartphone in our new TVC, we have tried to portray how a girl can glam up herself anywhere and anytime by just using the amazing beauty tools of Canvas Selfie. Through this product and our new TVC campaign, we are targeting the untapped women consumers who want to look good in a dull and mundane days of their life as well."

Shayondeep Pal, ECD, Lowe Lintas  added, “The idea was to do an interesting demo film. Imagine there are people residing inside the phone who do all sorts of beauty treatments - an army of stylists who make sure you look good every time you shoot a selfie. The inside of the phone is an artist's imagination rather than a world of chips, motherboards and circuits.’’

Credits:
Client: Micromax
Creative agency: Lowe Lintas & Partners  
Account management:  Rajiv Chatterjee, Priyank Pant, Tanushree Paul, Priyanka Dave
Creative: Shriram Iyer, Shayondeep Pal, Mohit Arora, Manzoor Alam, Ira Gupta, Tridip Nandi
Production: Lintas Productions
Director: Harvey B Brown