BBH India executes commercial for touch screen laptops by Acer

MUMBAI: BBH India conceptualised a campaign commercial to promote the launch of the latest touch screen laptops by Acer.

The film is simple and has a mass appeal that talks about technology, through the use of a human, instinctive idea. The idea of the commercial was to recreate that excruciating moment we‘ve all had, when you‘re so close to touching something, but not quite there yet. It shows moments linked to touch which creates moments of happiness whether it is a game of kabbadi, or love when you hold hands or small kids trying to break mangoes.

BBH India, managing partner and COO, Russell Barrepp said, "We felt that touch is not merely a technology, it is an undeniable instinct that our idea needed to capture. So we decided to tell a story which is easy to decode and that we could all identify with. A story that made us remember just how badly we wanted to reach out to something or someone. When you look at the market, you see so many ads that showcase shiny new devices changing people‘s lives. Our challenge was to make a technology ad do more than that. To tell a story of the significance of touch in all our lives. "

Prior to the release of this advertisement, Hrithik Roshan has done a phenomenal job for Acer in the past. This time around, however, the strategy demanded Acer to make the product feature a hero of their communication, in order to bring the instinct of touch to life.

BBH India was of the opinion that the communication that it needed a track that didn‘t just support the story, but actually make it come to life. "When the director, Pratap Manohar suggested Lucky Ali, we were intrigued. This would be Lucky Ali‘s first commercial and that in itself was quite exciting. When we heard the first cut, it was obvious that the music and the lyrics were taking the film to a wonderful, warm and inviting world. We believe what we have as a final product does exactly what we set out to achieve. " added Barepp.

The promotional campaign will be heavily promoted through television and the digital medium, BBH India claims that there is more to expect on the digital space apart from the social media promotions. Support mediums used to promote the product would be print, BTL and the retail mediums which would be rolled out in the second phase of the promotional plan.

The Reel Company is the production house for the commercial and has been directed by Pratap Manohar. Managing partners for the TVC were Subhash Kamath, Partha Sinha and Russell Barrett. Head of planning was done by Sanjay Sharma. Creative directors for the commercial were Vinod Sudheer and Kunal Sawant. Business director for the TVC was Kunal Chakravarty while the strategy director for the commercial was Yousuf Rangoonwala. Monish Debnath, was the senior business partner for the event, Khvafar Vakharia was the executive producer and the music director for the commercial was Lucky Ali.

Latest Reads
SVG Columbus debuts with big wins at IAMAI's 8th India Digital Awards

SVG Columbus has been honoured with 2 Golds and 1 Silver by the Internet & Mobile Association of India (IAMAI) on its debut. For the record, SVG Media was acquired by Dentsu Aegis Network in April 2017. Post the acquisition, SVG Media launched Columbus – an agency focused on Data Driven...

MAM Marketing MAM
81% Indians find ads intrusive: KMB study

MUMBAI: A well-executed multichannel campaign is a thing of beauty. But over one in four of the campaigns we see are not well integrated, and consumers are much more critical than marketers about campaign connectivity. Also, less than half of all campaigns take full advantage of different channels...

MAM Marketing MAM
Vivo YouTube campaign saw better response using Vogon

MUMBAI: Chinese smartphone brand Vivo rolled out a digital campaign - ViewTube, giving a new wave to YouTube’s ongoing TrueView Ads. With the launch of its V7 model, Vivo leveraged Google’s Director Mix tool to launch a campaign that offers a unique creative solution to gauge higher viewer...

MAM Marketing MAM
Big Bazaar launches game to promote R-day sale

MUMBAI: Hypermarket chain from Future Group, Big Bazaar, has created a mobile game to promote its mega property, ‘Big Bazaar Sabse Saste 5 Din’. Designed and executed by L & K Saatchi & Saatchi, Big Bazaar’s innovative deal game is set to transform the shopping experience in India....

MAM Marketing Brands
Inito gives anxious couples hope through its new ad

The desire to have children is something that is harboured by millions of couples. But, in the eagerness to do so, many times this whimsical process ends up becoming strenuous and stressful for many. In order to help beat the woes for many such couples, Inito, a medical technology company, has...

MAM Marketing Brands
Vernacular content consumers to be 2.5 times English by 2021: Deloitte

MUMBAI: Deloitte India has launched the eighth edition of its report on technology, media and telecommunications which predicts major advances in machine learning, voice over LTE (VoLTE) technology services and over-the-top (OTT) platforms, apart from other trends.

MAM Marketing MAM
IAA's new initiative seeks to end rigidity in office timings

A new social initiative titled #WorkToLiveToWork has been undertaken by the International Advertising Association’s (IAA) India chapter with Nandini Dias, managing committee member of IAA and CEO of Lodestar India, at the helm. Dias lost two colleagues in separate accidents related to railways...

MAM Media and Advertising People
PVR promotes cleaner air

MUMBAI: Cinema exhibition company PVR Pictures has launched a new campaign called, #BeTheCommuter with an aim to promote clean air and curb pollution.

MAM Marketing Brands forays into furniture

MUMBAI: In a move to further expand its product categories,, India’s first B2B e-commerce platform for hospitality procurements has announced its entry into furniture, fixture and equipment (FF&E) segment.  With over 50 brands and more than 5000 products from across the globe,...

MAM Marketing Brands

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories