ASIA-PACIFIC – SINGAPORE, JULY 2011 – Grey India has launched three new TV commercials for its client Intex Technologies’ Intex IN 4470 mobile phone.
The commercials communicate the main feature of the phone, which is video calling without the need for 3G. Hence, the agency chose the communications platform of ‘Jo bolna hai, mooh pe bol’ (English translation: ‘Whatever you want to say, say to the face’). All three TVCs capture different slices of the platform, where people say exactly what they want to other people’s faces in situations where people typically hesitate to speak the whole truth.
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Amit Shankar and Vishnu Srivatsav, Executive Creative Directors, Grey Delhi, said, “We knew that in ‘Joh bolna hai, mooh pe bol’, we had a strong creative platform that came intrinsically from the product benefit, which was video calling. So we decided on situations that were natural and uncontrived, while adding our own twist of honesty and confidence. The humor is set within the situation and we shot in such a way that the reality comes through, along with the humor.”
Grey Group offers a total communications approach in India through Grey (advertising), Grey Digital and G2rams (activation). Clients include Reliance Communications, Honda, Volkswagen, Bharti AXA, Britannia, Ferrero, GlaxoSmithKline, ITC, Killer Jeans, Parle, Procter & Gamble, United Spirits, among others.
CREDITS:
Advertiser: Intex Technologies
Brand: Intex IN 4470 mobile phone
Advertising Agency: Grey India
National Creative Directors: Amit Akali & Malvika Mehra
Executive Creative Directors: Amit Shankar & Vishnu Srivatsav
Account Management: Sanghamitra Chakraborty, Khushbu Wadhawan
Production House: Full Circle
Director: Ginu John
