If you don’t write down things, you are likely to forget them.

This is what Bilt Matrix notebook’s new TVC campaign talks about. And to campaign the IDEA, Lowe has used the latest marketing mantra….Try a contest!!!

Bilt Matrix’s new ad campaign covers three different topics - Bollywood, Cricket and Saas-Bahu Soaps.

While the first segment of the campaign talks about a contest for the “best surprise hit” film of the year, the rest two are for the “king of spin” in cricket and “next big star bahu in television” respectively.

But where does Bilt Matrix notebook fit in exactly?

Here comes the hit.

Well, the anchors of the contests know that not everyone can remember the contest details. While some might end up forgetting the number to which they need to text message their favorite choices, the others might end up forgetting the name of the choice itself.

Hence at the end of every announcement, the anchors make it a point to mention Bilt Matrix notebook…where the interested participants can jot down every detail that the contests hold.

Also, the right answer will entail the winner to win an LCD TV.

Review: Well, with all that advertising and technology cluttering the market, it’s really become difficult for a company, game, film or a show to stand out above the rest and add that extra penny to its pocket. Hence for marketers, who want to grab and hold on to those extra eyeballs, contests have become next big mantra.

And this is the idea that Lowe has cashed upon.

“One sees a lot of good ideas on television. However, most of them also require big budgets to come across looking good. We wanted to create something different and unusual that did not require big bucks to make an impact,” said Lowe Delhi unit creative director Anand Suspi.

Ad Pick must say that the TVC were actually very unusual. The best thing about the trio-series is that till the end, no viewer can guess what the ad is all about. And that’s where the real kick lies.

Also, every commercial of this campaign demonstrates brilliant execution. Every ad, shot on a 35mm film, talks for itself. It’s simple, smart and highly insightful. It’s radical too!!! Why? Because it doesn’t just tell a story or make a point like most commercials do but actually demonstrates the point in real time when someone is watching television.

Good work team!!!

Agency: Lowe
Production house: Cell18
ITV rating: * * *