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Ad Review: Presenting the ABC of Lava’s unique proposition

03-August-2010
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Ad Review: Presenting the ABC of Lava’s unique proposition

Riding on its unique proposition of non-Qwerty ABCD keypad, the new TVC for Lava B5 mobile phone delivers the message in an interesting manner. The USP of the new phone forms the core of the ad-film and the storyboard is well thought out and executed.

Client: Lava Mobiles
Brand: Lava
Agency: Shop
Medium: Television

The Brief:

The brief to the agency from the client was to communicate about the new Lava B5 Alpha Phone. Naved Akhtar, Director, Shop, explained, “As we know, all full keypad phones have the Qwerty format. This makes sense for people who are computer literate. They’re familiar with the key positions and operate comfortably. But a huge population of mobile users has not worked on computers, for them a simpler keypad with the keys arranged in alphabetical order makes much more sense. Even in the small keypad mobiles, the keys are arranged in ABCD order.”

The Execution:

Akhtar further said, “We wanted to show simplicity in the creative. Now, simplicity is a relative term, it’s like tall is relative to short, dark is relative to light and so on. How simple is this phone? It’s so simple that I can use it while doing the most complex tasks, like hanging out of a crowded bus or running down a flight of stairs.”

He added, “We were lucky to find Rizi (the gymnast), who happened to be here for a while. He alone makes the commercial so engrossing. I also challenged Kiran to shoot white on white. It’s a difficult task that requires the kind of experience that Kiran has. The styling of the film, along with the music, gives it an international feel that we needed for Lava.”

The Final Product:

The TVC opens with a smiling gymnast wearing black glares, looking at ease with a Lava phone in his hand. He is shown to be typing on the phone even as he goes through various acrobatic manoeuvres like balancing on his elbows, doing a head stand and so on, depicting the ease of use of the new ABCD keypad of the brand. Eventually, the screen of the mobile phone reads: ‘Make life simple with Lava B5’ and the voiceover explains the utility of the product. The ad ends with the gymnast removing his glares only to reveal that he is blindfolded as well, portraying the smoothness of the phone and how easy it is for anyone to use.

Xpert Comments:

Satbir Singh, Chief Creative Officer, Euro RSCG India, commented, “What is the new feature that a mobile phone can offer you? It seems it’s the non-Qwerty ABCD keypad. And why not? While the blindfold in the end quite establishes the ease of use, it is the acrobatics that are a tad mystifying.”

Our Take:

The ad fully justifies the relation drawn between the uncomplicated usage of the mobile phone through its ABCD non-Qwerty keypad and a complicated activity like gymnastics and acrobatics, so much so that while the gymnast shown in the ad is doing what he’s best at, he also using the phone conveniently.

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