Directed by Australia‘s Tim Gibbs, the TVC revolves around young professionals in Blackberry‘s attire walking back from work. They portray a higher sentiment to let go as they are secure individuals.

Targeted at the urban and semi-urban educated man in the age group of 25-35, the TVC‘s concept and storyboard has been crafted by Arms Crestra.

Blackberrys GM Yogesh Tiwari says, "The lifestyle segment lends itself well to a visual medium like TV, where emotions are best captured. This helps in building brands such as Blackberry, which require the ‘intangibles‘ to be made relevant to the target consumer effectively."