Motorola has recently launched a campaign for its new Personal Digital Assistant Motorokr E6. The campaign features actor Abhishek Bachchan, who is the brand ambassador for Motorola. O&M is the agency, while Abhijit Avasthi, Group Creative Director, O&M, has worked on the campaign. The TVC has been produced by Corcoise Films, while Prashant Issar (Sippy) is the director.
Avasthi is of the opinion that interactivity and engagement is a definite trend in today’s consumers’ lives. He explained, “Music capability of Rokr was an exceptional hook and a great trigger to bet on. Efficient and effective use of a celebrity was another checkpoint during the development of the commercial. Getting the two together resulted in ‘music addiction’ as the creative route. The solution we wanted was to marry celebrity with Bollywood, and present the proposition in a manner which effectively cuts across age groups.”
For Avasthi, the key strategy was Motorola entering and disrupting the music space with a distinctive take. Commenting on the marketing challenges, he said, “A challenger brand idea would be to stand out in the unimaginative, mediocre world of existing music associations. The challenge was to embed Motorola in the mainstream youth culture and own ‘real community’ of music lovers. The shift in strategy was to offer not just cool phones, but a whole new wireless stereo experience, which is enabled through these phones.”
The creative sees Junior Bachchan in different roles and singing his lines instead of reading it. Irrespective of the intensity of the scenes, Bachchan raps his way, bringing both life and humour in the creative. Only one frame shows him listening to the Motorokr E6 and the voiceover describes the PDA’s features.
A 360-degree approach has been developed for the promotional activities. The TVC will be followed by outdoor, retail channel radio, web and on-ground events.