MUMBAI: Zen Mobile, from the Teleecare Group, recently launched the new Ultrafone 701HD, from the company‘s flagship Ultrafone series. To promote the product the company‘s inhouse agency- Glue Brandworks will roll out a TVC which will go on-air between July 25 to 27.

Glue Brandworks founder, Gautam Mehta

The commercial shows a boy day dreaming about the various features he would want in a phone. The TVC introduces ‘more me time‘ where he is sitting with his girlfriend playing a game on the phone where he is watching a football match. The frame continues to another imagery where he is in a mall shopping and trying clothes and his friend is clicking picture of him which showcases the features of an 8 MP camera. The next scene platforms the feature of low light photography where he is out for dinner with beloved followed by the feature of a 360 panaroma shot on a beach. The film culminates showcasing its ability to shoot clear and sound videos.

Zen Mobile MD, Deepesh Gupta

Announcing the launch, Zen Mobile, managing director, Deepesh Gupta said, "We did not want to promote it in the usual way by showcasing the product features and specifications. Through the commercial we have tried to demonstrate how the features can be used in real life situations. We have tried to keep the feel of the phone very international and young as it is targeted toward the age group of 15-30 years. The TVC has been executed to suit the international audience also as we plan to extend our operations in other countries to apart from India and Bangladesh. Zen Ultrafone 701HD is certainly one of the best innovations from Zen Mobile and reaffirms our business tenet of getting best of technology to the end consumers. We take pride in bringing pioneering technologies to the mobile users of today, which is in line with transforming their constantly evolving mobile experience."

Zen Mobile claims that they have tried to keep the product as innovative as possible in a brand competitive space, one of the biggest players being HTC. Glue Brandworks founder, Gautam Mehta states, "All the way through making the TVC we have tried to highlight the different features of the phone announcing an integrated lifestyle. The major challenge we faced while making the TVC was that the phone has too many feature and how do we make justice by demonstrating the features in a fun way and not a boring specification commercial." The product will be promoted through regional print media and digital media. Zen Mobile plans to invest an estimate of rupees 40 to 45 crore (80 per cent of their marketing budget) in promoting the product in this financial year.