The much-talked-about Nokia N-Gage QD campaign is finally ready to hit the tube this week. The 30-second commercial has been made by Bates India. The storyboard is ‘interesting’ and is expected to ‘engage’ all young gamers in India, says V Sunil, Creative Director of the N-Gage QD film and Creative Consultant on Nokia to Bates.
Shot in Mumbai Film City, the commercial shows two young gamers gearing up for the Nokia challenge. The film is shot in a rainy ambience and creates a dense feel, not to miss the two warriors (martial arts specialists) taking on the challenge in a typical Mumbai street. As the fight progresses the music adds the techno-feel to whole situation, capturing the mood and the spirit of the gamers. The film has been directed by Marcos Kalantari and has been produced by MAD films.
“We wanted to position this phone as a gaming device and the communication had to be such that every youngster would love to engage himself with this gaming platform,” says Sunil.
Dwelling on the creative strategy, he explains: “We have used a communication that’s direct and realistic – something that would instantly connect with the college-going young kids and make them excited about the device. So the whole film – the music, the cast, and the energy – all revolve round this objective. Also, we have communicated the fact that more than one person can play with this gaming device using the blue tooth technology.”
As Sunil informs, the agency has used a different platform for conveying the message. “Sony Ericsson said in their communication ‘Bano International Khiladi’ and Tata Indicom was saying many games on one playground, so they were very generic. We tried to differentiate ourselves by saying that whatever game you choose, play it with a mission, ‘choose the right weapon to fight’ with the help of N-Gage QD. That’s the kind of excitement we were trying to generate,” says Sunil.
Interestingly, a number of international partners are also planning to run this film. “This film is expected to be run in the US, Australia, Malaysia and Philippines,” he informs.
And, what about the challenges that the group encountered while making this film? Responds Sunil, “What we faced were technical challenges. It took us some time to set up the whole place. There was no street in Mumbai in our control. And, we couldn’t block any street there for two days and set up the scene. Moreover, creating that heavy, dense look by using artificial lights and rain for two days in a row were some of the issues that we had to take care of. For the fight sequence that has been used against the rain background, a lot of computer software had to be used and we sought the assistance from martial arts experts to get that right look. But at the end of the day, the whole experience was fun.”