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Ad Review: Wynncom looks into a day in the life of Saif and Bipasha

24-July-2010
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Ad Review: Wynncom looks into a day in the life of Saif and Bipasha

The new TVC launched by Wynn Telecom, featuring brand ambassadors Saif Ali Khan and Bipasha Basu, takes a look at a day in the life of these two stars, and in the process highlights the unique features of the Wynncom mobile phones. Wynn Telecom is part of the Rs 2,500-crore SAR Group, which includes other companies like Luminous Power Technologies, Luminous Teleinfra, Luminous Engineering and Lectrix Motors.

Client: Vodafone Essar
Brand: Wynncom mobile
Agency: Dentsu
Medium: TV

The Brief:

Ranjit Kumar Gupta, Vice President, Dentsu Creative Impact, explained, “The brief that we got from Wynn Telecom was to present the smart and loaded Wynncom phones in an environment relatable to the target audience – the masses.”

Gupta added, “Wynncom phones are being exposed for the first time to an audience who is already bombarded with a number of mobile phone brands and launches in the recent past. We needed to immediately project a big picture to announce that Wynncom mobiles are here to make a mark in the Indian mobile market with a wide range of phones from day one.”

The Execution:

The aim behind the TV campaign is to launch Wynncom mobile phones in a way that grabs the attention of both the masses and classes. Actors Saif Ali Khan and Bipasha Basu have been chosen as the two brand ambassadors. The TVC has been directed by Soham Shah (of ‘Kaal’ fame) and has been produced by Sunil Manchanda of MAD Films Productions.

Final Product:

The TVCs depict a day in the life of these stars. Various instances from their daily schedules are shown, for example, at a gym, at public functions, and so on. At each of these instances, the stars bring out unique features of Wynncom mobile phones. Since the phones are divided into two different types, there are independent TVCs, each focusing on the phones of a particular segment and highlighting its features. To achieve the objective, a blend of key features of the phone in a category is showcased through the celebrities by depicting snippets from a day in the life of these stars. For example, in the Range TVC, the gym sequence showcases the long lasting battery feature. In the Qwerty phone TVC, the award function showcases social networking by being connected with fans. The aspiration quotient has been maintained by celebrity portrayal and the overall look and feel of the TVCs have been kept such that it paves the way for the brand in the near future to introduce more futuristic models of mobile phones.

Xpert Comment:

Shantomoy Ray, CEO, K Factor Communications Pvt Ltd, said, “I think the films are simple, crisp and direct. They straightaway get into the features and focus on the positioning. And I think that’s what clients are looking at – short films with key message coming out clean and clear. These short films make it feasible for clients to run when the airing rates are high. It would have been better if there had been some humour element in it or else people may forget, but the length of the films is short and fine.”

Our take:

The films have been well made and well directed, bringing out different features of the phones.

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