Motorola’s new campaign for the second phone in its ‘Yuva’ series – MotoYuva W230 – shows how best to block out discordant voices, thus, highlighting its music-enabled features. Created by O&M, the Creative Director of the TVC is Abhijit Avasthi. The production house behind the campaign is Corcoise Films, while Prasoon Pandey is the Director. The TVC is breaking on February 4, 2008.
Speaking on the campaign, Lloyd Mathias, Director-Marketing, Motorola, said, “The brief we gave to O&M was to establish this phone as the best music-enabled player phone. This phone has got all the features that a youngster wants in his phone.”
This MP3 player phone is priced at Rs 3,050and it offers 2GB expandable memory along with stereo FM recording and a dedicated music key. The brand has sharply positioned itself in the youth domain and continues to celebrate the spirit of the Indian youth.
Abhijit Avasthi, Creative Director, O&M, said, “The brief we got from Motorola was to push the music proposition. We want to position it as an entry level music phone. The message behind this TVC is ‘Ab apni suno’.”
The TVC shows an all too familiar scene of a messy youngster and his father yelling at him to clean up. Even as the father raves and rants about the mess lying around, the youngster quietly turns on his MotoYuva W230 phone and discreetly enjoys the music, thus blocking out his father’s voice. The TVC ends with an MVO stating: ‘Ab apni suno. Now, listen to what you want to’.
“The communication around this phone stems from an insightful observation of today’s youth. Today, the young do not believe in overtly rebelling. Due to an early exposure to the outside world they have instead learnt to cleverly negotiate their space outside their homes and inside them. Music remains a core part of their growing up. It seamlessly allows them to block out any intrusion into their space, whether it is by creating a high decibel wall around them or by capping their ears with headphones,” pointed out Mathias.
He added, “The target audience that we are targeting is youth in the 19-29 age group. The message we have tried to highlight is that today’s youth is not satisfied with a basic phone. They want a cheap phone which doesn’t pinch their pockets and comes with FM radio and MP3 player.”
“The TVC is breaking on all news and entertainment channels. The print, OOH hoardings are breaking in this week. We are also doing BTL like point of sale, etc.,” Mathias said.