Research In Motion (RIM) brought on board BBDO India to execute its latest campaign for BlackBerry around the concept of ‘Action Starts Here’. The campaign will be unveiled across India in a thematic lifestyle imagery that depicts BlackBerry devices delivering its brand promise.
Through its TVC, RIM has tried to provide a unique identity to the phone, said an official release.
Commenting on the TVC, Josy Paul, Chief Creative Culprit, BBDO India said, “I believe every big emotion in life e.g. peace, love, etc, has a spark. Through this TVC, we have tried to represent BlackBerry as a phone that symbolises a spark of action through a red icon. The symbol ignites the urgency to check your phone, which is inherent on seeing the red icon.”
The concept was idealised from understanding that BlackBerry enables action. The commercial showcases the strengths of BlackBerry as a brand that creates an urge amongst individuals to get things done. It’s for people of action who put more into life to get more out of it.
The TVC is executed around a thematic song where people from all ages express what their actions are or what their plans of action are.
Shedding some light on the idea behind the TVC, Krishnadeep Baruah, Director Marketing, Research In Motion said, “In today’s fast paced society, individuals are looking to progress, take action and to be successful. Taking this into consideration, BlackBerry recently launched their brand campaign as this resonates strongly with the brand, as the use of the red icon or the ‘Splat’ is a symbol of action which is unique to BlackBerry. It is the symbol of a new message incoming as an icon of action. The splat is used as a rallying symbol for those who seek to action and find opportunities in any situation.”
The commercial will be promoted on the OOH medium through typography advertisements. There will also be print advertisements, digital campaigns, social media engagement activities on Facebook and on-ground activations. The activation will kick-start from the month of September and will engage people by encouraging them to talk about their passion in life.
The brand plans to integrate applications and products around the theme of ‘action’ by collaborating with various telecom operators.
Production House: Asylum Films
Creative Agency: BBDO India
Creative Director: Varun Mehta