Report on Shemaroo

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.

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