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Now, Micromax pays you to watch ads!

Lowe Lintas has created an extensive television campaign for the launch of MAd smartphone pre-loaded with a special app which enables a user to earn credits through watching ads during the call process

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Now, Micromax pays you to watch ads!

Now, Micromax pays you to watch ads!

Lowe Lintas has created an extensive television campaign for the launch of MAd smartphone pre-loaded with a special app which enables a user to earn credits through watching ads during the call process

BestMediaInfo Bureau | Mumbai | January 28, 2014

micromax-mad-tvc Click on the image to watch the TVC.

Micromax has come out with its latest smartphone – a the phone that pays its consumers to watch ads! The MAd A94 is pre-loaded with MAd app, powered by a strong 1.2 GHz Quod Core processor, a stunningly large 11.4cm touch screen, 5MP front and rear cameras and much more. But the technical specs aside, what makes it stand out from the rest is the first smartphone that will pay its consumers to watch ads.

The MAd App in the MAd Phone A94 has been developed by the home team at Micromax India. This unique app helps customers earn talk time, get bill waive-offs and avail free recharges by just watching ads before the call connects. You can simply Dial a call, Watch an Ad & Get points. The points you accumulate can be redeemed against Recharge vouchers. This works for both Prepaid and Postpaid users and across all service providers.

Lowe Lintas has conceptualised a novel campaign to show this unique feature of the MAd A94. The idea behind the campaign is the belief that advertising has always taken from consumers their time or their money. But with this app, it is possible to give back to the consumers through advertising.

“Micromax Advertising Application, MAd, is our unique attempt to create a win-win for the mobile eco-system where our customer not only gets delighted with the device hardware, but also with the unique application that will be supported across all GSM telecom operators and works well for both prepaid and postpaid customers. The launch of the MAd would be supported by a clutter-breaking 360 degree marketing campaign across print, online and TV. We have already kick-started the digital leg of the campaign with 'Guess the Ad Campaign' which has received an overwhelming response from the ad-crazy audiences across social media platforms. A first of its kind, the campaign is truly a tribute to the advertising world appreciating some amazing advertisements by leading brands," said Shubhodip Pal, Chief Marketing Officer, Micromax.

The campaign is a humorous tribute to some iconic Indian ads. It captures the love and recognition consumers associate with their favourite ads and how this appreciation can be turned into their benefits in the form of bill waive-offs and extra talk time. Creative films show how people are MAd about ads and they are now getting rewarded to love ads.

The campaign was kicked off with a couple of teasers on TV and a 'Guess the ad' contest on Twitter and Facebook. The contest on Twitter started to trend on the micro-blogging site for five days. Finally, a set of four TVCs was released to mark the launch of the phone.

The first TVC takes place in a spa where two women are talking about ads. While the first one goes on to describe her favourite ad from a toothpaste brand, the second one laughs at her madness. The second TVC witnesses two friends on a see-saw talking about the ad of a well known chocolate brand. The next TVC shows a corporate employee telling his friend how a dog follows a little boy throughout an ad showing the network which follows it around. The last one takes place in a department store where a girl starts singing the jingle from an old soap ad. The salesman looks aghast but the girl is nonchalant.

All four TVCs end with a super announcing: "Mad about ads? Now get paid". The voiceover then explains how the Micromax MAd phones now help you to earn points and credit if you watch ads.

Sriram Iyer, Executive Creative Director, Lowe Lintas, 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.”

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Client: Micromax

Agency: Lowe Lintas

Creative Team: 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

Info@BestMediaInfo.com

Info@BestMediaInfo.com

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