Mumbai : In keeping with the USP of being the slimmest and the lightest phone ever, Micromax Canvas Sliver 5 deserved a campaign that could become the most entertaining ever. That’s why, Micromax thought of teaming up with Hugh Jackman, best known for his role as Wolverine. The strategy was to elect Hugh Jackman to introduce the slimmest phone ever, in all its communication.
The television commercial for Micromax Sliver 5 with Hugh Jackman, conceptualised by Lowe Lintas Delhi, has been shot like an action-packed thriller and introduces the slimness of the phone. Jackman plays the role of a tough character trying to escape a high security prison. And the only weapon he has is the Canvas Sliver 5. The story demonstrates how he uses the slimness of the phone in the most innovative ways and manages to escape. Thereby showcasing the sleek design of the phone throughout the TVC.
Speaking on the campaign, Amer Jaleel, NCD, Lowe Lintas said, “We wanted to give Micromax consumers a thrilling ride with a favourite star. The fact that Hugh gets himself out of a sticky situation using the slimness of the phone provided exactly that opportunity. We crafted the film to look like a movie. We designed the experience to be one where the slimness is an after-realisation. It’s ‘Oh, so that’s what was happening with the phone’ rather than ‘Oh, look how he’s using the slim phone’.”
Similarly, the print campaign for Micromax Sliver 5 with Hugh Jackman places the stylized looks of Hugh Jackman against the sleek design of the phone, to create highly impactful visuals that will be spread across newspaper and magazine ads, hoardings and points of sales.
Through each of its mediums, the campaign for Micromax Sliver 5 with Hugh Jackman aims to showcase not just the slimness and the light-weight feature of the phone but also the fact that the Canvas Sliver 5 is packed with some good features.
Creative: Amer Jaleel, Shriram Iyer, Shayondeep Pal, Mohit Arora, Abhishek Deshwal, Satindar Pal Singh, Anshul Nagpal
Account Management: Rajiv Chatterjee, Jaten Jais, Abhishek Sehra, Shreya Bansal
Client: Shubhajit Sen, Ashwarya Wadhwa
Production House: Perfect 10 Films
Director: Richard D’Alessio