Advertising is long said to be a medium of generating awareness without which most global brands would not be able to reach such a vast audience. Zen has recently finished with production of it first advertisement for its M-25 handset. The company has pulled in Amitabh Bachchan to reach the brand’s core consumer segment, the rural India.
The device touts to offer a standby time of 72 days which amounts to roughly 1728 hours along with an approximate 16 hours of talk time and application usage. Positioned as a mini theater, the handset is equipped with long battery back-up, full video application and MP4 feature. Adorned with a 2.4” QVGA display, the company is targeting tier 2 and tier 3 towns.
Amitabh Bachchan, the TV commercials main protagonist is surrounded by villagers excited for the screening of Dhoom. With the Dhoom title track in the background, all of a sudden the projector goes off after which makes the audience angry who then start demanding for their money back. Amitabh then requests for silence and shows the movie on his M-25, calling it Zen Mobile’s mini-theatre.
He then goes on to explain the feature of this handset and makes the crowd groove to the song Dhoom Machale. Claiming that it can show ten such movies, he manages to make it a fruitful watch for the villagers. ‘Start a following’ is the tag line of this advertisement. BAtes 141, the ad agency created this commercial that was shot at Filmistan Studio, Mumbai.