Motorola has recently launched a campaign with three 15-second ads for Motorokr E6. Abhijit Avasthi, Group Creative Director, O&M, has worked on the campaign, while the TVC has been produced by Corcoise Films and Prashant Issar (Sippy) is the Director. Motorola ambassador Abhishek Bachchan will add zing to the TVC, which is aimed at bringing about the unique features of the new handset.
Lloyd Mathias, Director-Marketing, Motorola, said, “The aim of the ad was to convey the fact that Motorokr is the best handset available in the category of music phones. The phone is targetted at the young mobile phone users who not only focus on its working, but also on entertainment. This was primarily the reason for showing that AB cannot get his dialogues right, as he has music stuck in his mind.”
A 60-second ad on Motorokr was released recently which focussed on the rich features of the phone. The three 15-second ads have been released showing Junior Bachchan using these features on the phone.
The first ad focusses on the Motorokr feature of Music ID, which is a song identification service that enables a user to identify the artiste and album information of songs being played in the immediate surroundings. The second ad focusses on Motorokr’s web cam facility, whereby the phone can be used as a web cam when connected to a computer. The third ad talks about the unique feature Screen3, that lets consumers get news, sports, entertainment, and other premium content directly from their mobile device main screen.
On the strategy behind the ad, he explained that Motorola wants to keep offering handsets that are rich in experience and value for money. “With the growing interest among people for new technology, our strategy has been built around the single objective to give consumers products with newer and more interesting experiences, thus outperforming ourselves,” Mathias said.
According to Mathias, a 360-degree approach has been developed for the promotional activities. The TVC will be followed by outdoor, retail channel, radio, Internet and on-ground events. The TVC is already on air. There will be point-of-sale materials and various activities at malls. The campaign will go on till the end of June.