INDIA – January 24, 2014 – Advertising is often meant to get consumers to spend their money on a product, but in a new spot for Micromax by Lowe Lintas, it’s the consumers that get money from the advertisements.
To promote the Micromax MAd phone, Lowe Lintas has created a campaign that pays tribute to iconic Indian ads. The ‘MAd App’ in MAd Phone A94 is a feature that helps customers earn talk time, get bill waive-offs, and avail of free recharges, simply by watching ads before their calls connect.
In the campaign, the classic Indian ads are shown in a humorous manner, showcasing story sketches that Indian consumers can relate to. The idea is to showcase the love for advertising within brand-oriented consumers, and highlight the opportunity to get monetary benefits by pursuing entertainment.
The campaign captures the love and recognition consumers associate with their favorite ads and how this appreciation can be turned into benefits in the form of bill waive-offs and extra talk time. It shows how people are ‘MAd’ about ads and are now getting rewarded for it.
The ads feature people from different age groups and sections of society discussing and appreciating advertisements, and how ads will pay them back now.
Speaking on the campaign, Sriram Iyer, executive creative director at Lowe Lintas and Partners said “It is one of those rare times in advertising when the product story is genuinely new and inventive. The campaign, therefore had to do justice. In my opinion, in the process of telling the story of ‘MAd App’, we’ve also managed to pay a tribute to ‘the world of Indian Advertising’ too.
Client & Spokesperson: Shubhodip Pal, Rachna Lather
Creative: R Balki, Amer Jaleel, Shriram Iyer, Shayondeep Pal , Arko P Bose, Manzoor Alam, Anshul Nagpal, Ipshita Bose
Business: Rajiv Chatterjee, Priyank Pant, Sana Ahsan, Aditya Mehra
Production House: Lintas Productions
Directors: Shriram Iyer, Shayondeep Pal
Lowe Lintas Spokesperson: Amer Jaleel, Shayondeep Pal, Naveen Gaur, Rajiv Chatterjee
