Micromax Qube

Agency: Lowe Lintas
Production House: Curious Films

Shot in Amman, Jordan, the new Micromax Qube commercial is as authentic as it can get. Awesome art direction and a good choice of actors makes the TVC interesting and fun to watch. Keeping in tune with the last few ads of Micromax that have been on air, the concept has been taken one step further. The idea being, you’ll get so involved with the features that everything else will take a backseat.

The TVC is shot against a war torn backdrop and features two soldiers hiding behind a car. While one soldier is fighting tooth and nail trying to ward off the enemy, the second soldier is simply too involved with his new touch screen interactive Micromax Qube. It’s endearing to see the first soldier beg the other to focus and get back to fighting the enemy. He does not budge, but continues to explore the features of his newly acquired phone.

The first soldier gets irritated, snatches the phone and throws it like you would a grenade into enemy territory. He then bends down and fires away at his accompanying soldier about his bad behaviour and tries to explain to him that they will die if he continues behaving like a child.

All of a sudden, the firing stops and you can hear a string of laughter come out from the building that the enemy is hiding in. So, simple, yet so effective. The TVC very emphatically brings about the fact that the phone will involve you and drive you crazy, so much so as to forget everything else and get charmed.

Brilliant direction, scripting and characterization make for a good TVC, and that’s what Curious Films, Lowe Lintas and Micromax have achieved through this ad. The last few ads from the stable have been interesting as well, but this one is a clear winner.

Jai Kapoor

(1 votes, average: 3.00 out of 5)
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