Mumbai: On the back of the successful launch of Google’s Pixel 2, a new campaign featuring Rahul Dravid is now live. The film is conceptualised and executed by Lowe Lintas, Delhi.
The 3-minute film aims to showcase the user in a real manner, with Pixel 2 seamlessly being part of their life. Dravid, a cricketing legend and coach has been roped in by the brand to share real user’s experience in the film. The personality traits of Rahul – dependable, honest, passionate, genuine and one with a smart cricketing brain are a perfect sync with the smartness and simplicity Pixel offers and the brand attributes of Google.
The story created by Lowe Lintas revolves around Dravid and his team who are in the picturesque location of Dharamshala for a match. On an off day, three of his proteges (Shreyas Iyer, Shardul Thakur and MayankDagar) decide to take the coach out in the city. The film captures the fun filled day in the life of the players, with Pixel being an integral part.
“The range of features such as Assistant, Maps, Search, Camera clarity, Unlimited storage through Photos, etc that Google’s Pixel 2 offers addresses consumer pain points and finds ways to ease our lives. Like everything we do at Google, Pixel is about the user. It’s a belief in the awesome things consumers can do with the best tools we can give them.The new campaign highlights and exemplifies that in an engaging way” says Sapna Chadha, Marketing Director, India and South-East Asia, Google.
With this influencer campaign, the brand aims to build premium credentials, create advocacy and affinity for Pixel 2 among the consumers.
Reacting to the campaign idea, Joy Mohanty, Regional President (creative) North & East, Lowe Lintas said “It was interesting to see what lies on the other side of The Wall – Rahul Dravid, the Coach. We see him hang out with the new kids on the cricket block. And he shows them a trick or two. Aided all along, of course, by his superbly smart Pixel 2.”
The film went live on December 12, and garnered over 20 million views across YouTube, Facebook and Twitter.
Agency: Lowe Lintas, Delhi
Client: Google Pixel Team
Creative: Joy Mohanty, Mohit Arora, Kanishka Vashisht, Vedansh Kumar
Account Management: Nikhil Mahajan, Anup Bhaskar, Pranay Bagchi
Account Planning: Anurag Prasad, Ketaki Chand
Production House: Absolute Films (Director: Srinivas Sunderrajan)