Screeching cars, a kidnapping and creative escape are all part of the new TVC by Micromax to launch the Canvas Silver 5. The television commercial, conceptualized by Lowe Lintas and Partners, has been shot like an action-packed thriller.
Hollywood actor Hugh Jackman plays the tough protagonist who is kidnapped and imprisoned. Using his slim mobile (which the kidnappers didn’t manage to find during the pat down) he breaks out of his cell and goes on to use his phone as a screw driver to open a vent and later during a fight sequence, like a throwing knife. The film ends to the sound of sirens and the realization that Jackman is a cop.
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Explaining their aim behind the TVC, Amer Jaleel, National Creative Director, Lowe Lintas and Partners said, “We wanted to give Micromax consumers a thrilling ride with a favourite star. The fact that Hugh gets himself out of a sticky situation using the slimness of the phone provided exactly that opportunity. We crafted the film to look like a movie. We designed the experience to be one where the slimness is an after-realisation. It's 'Oh so that's what was happening with the phone' rather than 'Oh look how he's using the slim phone'.”
The association comes as an extension of Micromax’s partnership for the Canvas Series. Jackman was last seen in the company’s campaign for the Canvas Turbo.
Speaking on the association, Shubhajit Sen, Chief Marketing Officer, Micromax said, “Micromax Canvas Sliver 5 deserved a campaign that could become the most entertaining ever. That’s why we have teamed up once again with Hugh Jackman. The strategy was to elect Jackman to introduce the slimmest phone ever, in all our communications. Hugh’s dynamic fearless personality, our creative appetite for technology, keen consumer insight combined with our innovation engine makes this a very powerful partnership. As we further look to strengthen our footprint across the globe, this is an ideal association for us to build on the audience connect as he is the leading name in the entertainment industry in the world.”