Dentsu Impact brings #BadeChamakRaheHo campaign for Mobiistar C1 Shine

The communication features an individual from a semi-urban locale who upon using C1 Shine sees his day transform into something magical

e4m by exchange4media Staff
Updated: Dec 19, 2018 11:52 AM

Dentsu Impact, the creative agency from Dentsu Aegis Network, has rolled out a brand-new campaign for Mobiistar C1 Shine.

The campaign focuses on how a feature with a combination of looks can add value to a consumer through an interesting story. 

The communication features young, energetic individual from a semi-urban locale who upon using C1 Shine sees his day transform into something magical. It’s a story where phone magically transforms a life of an ordinary young man by being his partner in crime. The campaign is titled ‘bade chamak rahe ho’.

The campaign will be rolled out pan India with a greater presence in offline, POS and other key touchpoint of purchase. In a segment that is price-value conscious, this campaign aims in garnering greater awareness and furthering the brand promise of Mobiistar of ‘enjoy more’ through an interesting and insightful storytelling, the agency said in a statement.

Speaking on the campaign, Anupama Ramaswamy, National Creative Director, Dentsu Impact, said, “Our consumer is constantly hunting for acceptance and acknowledgement from people in and around his/her life. Interestingly, ‘bade chamak rahe ho’ is a fun colloquial sentence that perfectly bridges our consumer's insight with the product truth of mirror-like shine. The film is entertaining and not preachy. The music will surely make you take notice and smile. All this helped us weave a story that we're sure it will add shine to its viewers' lives.”

Aniruddha Deb, Chief Marketing Officer, Mobiistar India, added, “In a category firmly positioned on features and price-value benefits, it is Mobiistar’s vision to provide value through the best of features at a price that is accessible to small town customers. A phone to this TG is not just a phone but a device that accentuates his personality and stature. Our campaign brings alive this idea perfectly.”


Client: Mobiistar
Creative Agency: Dentsu Impact Pvt. Ltd.
Production House: Chrome Pictures
Director (Film): Vijay Veermal
Producer: Roopali Singhal



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