Like father, like son. Bachchan Junior seems to keeping up with his father, film for film, ad for ad. The challenge for any product here will be not to get overshadowed by the brand ambassador. This is exactly what has cleverly been done in Motorola’s new advertising campaign featuring the Motostar.
The central theme of the TVC is a friendly tussle between Abhishek Bachchan and the Motorola SLVR with the actor trying to compete for attention and the Motorola SLVR stealing Abhishek’s thunder.
This tussle of Abhishek versus the Motorola SLVR also promises to continue in the follow-up commercial. Lloyd Mathias, Director Marketing (Mobile Devices), Motorola, said, “In a series of two commercials, Motorola’s debonair brand ambassador will promote the sleek and technologically advanced Motorola SLVR- L7, L6 and L2.”
Commenting on the TVC, Mathias said, “This is the first TVC that we are shooting with our new brand ambassador. It helps that we have a well renowned brand ambassador in Abhishek Bachchan. However, it was important for us to come up with a script and in the end a TVC that was fresh, young, fun and embodies all that Motorola stands for. I really think that this TVC is humorous, daringly different and in line with Motorola’s brand values.”
The ad is based on bringing alive the brand ambassador’s attitude that mirror the values that Motorola stands for in all the communication. This promo, therefore, was not ‘just another celebrity endorsement’ where any other brand in the same category could well replace the endorsed brand.
The new TVC has been conceptualised by Abhijit Avasthi, Group Creative Director, O&M, and has been directed by acclaimed director, Prashant Issar of Corcoise Films.
Commenting on the new TVC, O&M’s Avasthi said, “Motorola is a brand which is very young, trendy and hip in its attitude. The idea we came up with is aimed at capturing this attitude. The new ad is cheeky as it doesn’t take itself too seriously and only very confident brands can do that. Motorola SLVR is all about style and about the slimness of the phone.”
Said Prashant Issar, “We got an interesting script to shoot because it was the first time we get to make a mickey out of the celebrity. Abhishek is trying to be the cool celebrity that he is and he is totally in love with himself. The TVC shows various situations where one actually felt that he is this real cool dude and eventually it shows him perplexed when he realises that he is not the style icon, but it is the Motorola SLVR that gets all the attention.”
When asked about his experience while acting in this new TVC, Abhishek remarked, “The commercial is very in-your-face and it was a lot of fun. We actors take ourselves too seriously. Every once in a while it is good to laugh at ourselves. What I liked particularly about the commercial is that the creative team and Motorola have struck a wonderful balance.”
The TVC is a culmination of the ‘Guess the Motostar’ TV promotion that had more than 200,000 responses.
Mathias added, “This campaign, supported by in-store Point-of-Sale material, is bound to raise Motorola's brand’s image and brand values that focus on style and sophistication.”