Micromax unveiled a campaign for its Canvas Turbo phone on 26 October, following a teaser that revealed Hollywood star Hugh Jackman as the brand ambassador. The agency behind the campaign is Lowe Lintas and Partners.
The film opens with Jackman sitting on a chair and narrating a story about heroes in everyone’s life. He talks about his hero in life – the juggler in a circus. The film moves ahead with the juggler doing various tricks and a young Jackman staring at him. In the next frame, Jackman talks about himself being the new juggler as he juggles between friends, work and passions. A voice over says, “Presenting the revolutionary new Canvas Turbo, can juggle many lives.” The TVC ends with Jackman assuring that ‘It’s nothing like anything'.
On the campaign, Shriram Iyer, executive creative director – Lowe Lintas, Delhi, said, “In the commercial, Hugh Jackman gives us a peek into a peculiar memory from his distant past, one that stays with him and inspires him to become what he is today. His choice of phone is based on that particular inspiration. Hugh, in a well woven monologue almost goes on to explain the philosophical connect between his personality, his inspiration and brand Canvas Turbo. The phone combines great hardware with some incredible features. It allows the consumer to maximise his time and do many things at the same time. Using Hugh Jackman, a man people know to be of many talents and extremely hectic schedules, allowed us to demonstrate exactly that. Interestingly, the campaign you will soon see uses one of Hugh's lesser known talents as the central creative idea.”
Shubhodip Pal, CMO, Micromax, said, “We are very excited to welcome Hugh Jackman in the Micromax family as he truly embodies the aspirational, reinventing and fearless persona of the brand Micromax. As we look to expand our footprint across the globe in various international markets, the association with Jackman is an ideal partnership for us to connect with audiences as he is the leading name in the entertainment industry in the world.”
He added, “At Micromax, we have always believed in offering products and services that empower our consumers with the latest technologies and innovations. This is a strategic partnership and we look forward to creating a strong 360-degree campaign with Canvas Turbo to bring alive this new experience for our audiences across print, TV and online platforms.”
The campaign straddling TV, print, online, mobile, outdoor and retail, will also feature a Canvas phones road show for six weeks.
Credits
Creative: R Balki, Amer Jaleel, Shriram Iyer, Shayondeep Pal, Mohit Arora, Arko Bose, Anshul Nagpal, Ipshita Bose
Business: Rajiv Chatterjee, Ashwarya Wadhwa, Priyank Pant, Sana Ahsan, Tanushree Paul
Production house: Perfect 10 Films
Director (film): Richard D'Alessio
Producer: Shouvik Basu
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