From love notes in cafes to doodles in class rooms, scribbling our thoughts gives us a unique satisfaction that typing can never replace. Motorola’s new campaign for the MotoYuva A810 phone, launched on October 1, seeks to position it as a tool for personal expression for the young. Conceptualised by O&M, the campaign is a 360-degree initiative. The TVC broke on all news and entertainment channels on October 5.
The production house behind the TVC is Corcoise Films, while Prasoon Pandey is the Director. The team that worked on the TVC includes Vikash Chemjong, Basab Tito Majumdar, Loveleen Raina and Ashutosh Joshi.
Llyod Mathias, Senior Director - Sales, India & South East Asia, Motorola, told exchange4media, “The brief we gave to O&M was that this is a ‘disruptor’ phone in the market with a PDA touch screen. The phone has multiple features like MP3 player and FM player. It’s a multi-tasking phone and the appeal is its touch screen feature with a stylus.”
The touch phone facilitates features like drawing and scribbling on the handset itself, which can be saved as JPGs and can be disseminated through e-mail or MMS. The device also has other features like hand-writing recognition, 2 MP camera with 2GB expandable memory. The phone is priced at Rs 8119, with a best buy price of Rs 7,499.
Elaborating on the TVC, Abhijit Avasthi, Creative Director, O&M, said, “The creative brief we got from Motorola was that scribbling and doodling formed an inherent part of a youngster’s personality. A scribble marks a frivolous form, which allows us to express the most transient thoughts with no fear of finality and it helps us vent our emotions with no serious consequences. Therefore, the TVC professes that in an era of typing, the MotoYuva A810 is an interesting assortment of fun and functionality.”
The TVC shows a bunch of disinterested college students in a Physics class. Even as the professor drones, on a young guy seems to be showing uncharacteristic interest in the lessons. He continuously interrupts the professor, stares at the blackboard and his notes in a bid to ‘understand’ what is being taught. The professor is happy to indulge in his queries. The camera then reveals that all the while the guy has actually been drawing a caricature of the professor on his MotoYuva A810 with the stylus. He then sends the caricature to the entire class as an MMS. The TVC ends with the tagline: ‘MotoYuva A810 – Sabko Banaa Dalo!’
Mathias explained, “The concept behind the TVC was to show how today’s young consumers are multi-tasking. Typically, the TVC describes a real life situation in a classroom. The message behind the TVC is that here is a multi-tasking PDA phone at an affordable price. The phone is targeted at the college going crowd and young executives.”
According to Prasoon Pandey, “The success of any TVC depends on the casting. We found the apt actors to essay the roles of the professor and the student. The professor was someone who was really knowledgeable, but the students were just not ready for his knowledge. The role of the student was played by Bunty, who has performed his part very convincingly. I have worked with him earlier on the Perfetti Centerfresh commercial.”
Speaking on the promotional activities, Mathias remarked, “Besides the TVC, we have a point of sale and activation targeted at youth hangouts.”