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Lowe Lintas designs ‘MAd’ campaign for Micromax

MUMBAI: After a spate of wins at the Effies, Lowe Lintas is back to what it does best. The ad agency has designed a new campaign called ‘MAd’ with the tagline ‘Time to Get Paid by Just Watching Ads’ for handset manufacturer Micromax’s new handset Mad A94.

Hitting the screens today, the campaign promotes the handset’s unique feature of enabling consumers to get paid for watching ads through the ‘MAd App’. The app has been developed by the home team at Micromax India, giving customers an opportunity to earn talk time, get bill waivers and avail free recharges by just watching ads before a call connects.

Micromax chief marketing officer Shubhodip Pal said, “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 post-paid customers.”

Lowe Lintas in its campaign pays a tribute to some iconic Indian ads in a humorous way by showcasing story sketches that Indian consumers can remember and relate to.

The campaign captures the love and recognition consumers associate with their favourite ads and how it can be turned into their benefits in the form of bill waive-offs and extra talk time.

The creative has been done by R Balki, Amer Jaleel, Shriram Iyer, Shayondeep Pal, Arko P Bose, Manzoor Alam, Anshul Nagpal and Ipshita Bose. The directors include Shriram Iyer and Shayondeep Pal.

The creative films will showcase how people are ‘MAd’ about ads and they are now getting rewarded to love ads. The films will feature people from all sections of society and age groups discussing and appreciating advertisements and how they will pay them back now.

Lowe Lintas and Partners executive creative director Sriram Iyer 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 tribute to the world of Indian advertising too.”

The launch of MAd will be supported by a 360-degree marketing campaign across print, online and television. The digital leg of the campaign has begun with ‘Guess the Ad Campaign’ across social media platforms.

The handset is pre-loaded with the app, and is powered by a 1.2 GHz Quad Core processor; 11.4cm touch screen, 5MP front and rear camera.