MUMBAI: Blackberry has launched a new campaign around the concept 'Action starts here'.

The regionally developed brand campaign has been in the making over the past six months and involves strategic and creative ideation by both RIM and its creative agency BBDO. The TVC is produced by Asylum Films.

In today's fast paced society, individuals are looking to progress, take action and to be successful. No one wants to be left behind; neither do they want to be waiting as everything should be in real time.

The campaign showcases BlackBerry as an enabler of action and its strengths as a brand that supports individuals to get things done. It sends out the message that BlackBerry is for those who want more than just a smartphone. It is for people of action who put more into life to get more out of it.

This resonates strongly with the brand, as the use of the red icon or the "Splat" is a symbol of action which is unique to BlackBerry. It is the symbol of a new message incoming as an icon of action. The splat is used as a rallying symbol for those who seek to action and find opportunities in any situation.

The campaign will be unveiled across India through thematic lifestyle imagery that depicts people of action and BlackBerry devices that deliver to that promise.

From print advertisements to retail elements, digital campaign, social engagement and a unique TV commercial, the message is clear that BlackBerry is a brand for the person of action.