Mobiistar C1 Shine #BadaChamakRaheHo Ad Could Have Moved Beyond The Mirror Shine Body And Accentuated Other Features Too
Dentsu Impact, has recently concocted an ad campaign for Vietnamese smartphone giant, Mobiistar, which commenced operations in the Indian market from May 2018.
Since India as a market is completely new for Mobiistar, the mobile phone company has to keep in mind all the odds it can face beginning from scaling the country on the basis of price-sensitive customers and the competition it can face from the contemporary tough players. The country already possesses stalwarts in the smartphone industry, so a new entrant must be someone who promises to deliver something extraordinary in less price, musing on the rigid customer base of the country. Just to be different and customer-centric, Mobiistar’s new ad is what actually can fabricate a customer base for the company.
The one minute long ad film features a young ordinary looking guy who grabs all the attention because of a blazing phone in his hand. The ad starts with the man sealing off the phone’s box. As soon as the guy starts getting heed, he realizes a sudden change in his life. The people in his vicinity, who were earlier not as responsive towards him (assumption), can be seen treating him with warm energy. The creators highlighted the mirror shine body of the phone throughout the ad campaign which can be taken as its main USP and justified the campaign’s main tagline – ‘Bade Chamak Rahe Ho’.
Brands are slowly shifting the focus from aspirational messages to more relatable and grounded one. The ad didn’t seem to create a world of idealism and instead formed the premises where a middle-class ordinary man, who is outmoded gets outclassed just because of a phone in his hand. However, I feel the ad should have moved beyond the mirror shine body and could have accentuated the other details too like camera and user interface of the phone that might attract the targeted customers better.
We asked Bindu Balakrishnan of DCMN, whether this particular ad was able to strike a chord with the right TG or it missed the bus. She opines “The ad is peppered with words like babua, chamakriya etc. which would instantly establish a connection with its target consumer base. The ad at first, may not make an instant impression on the urban viewer, but it grows onto you the more and more times you watch it.”
Dheeraj Chawla of DNA Digital Factory, about the ad, says, “Punch line ‘Bada Chamak Rahe Ho’ is catchy but doesn’t goes with the product pitch. Characterisation is good, it is funny, product positioning can be improved. Somehow I feel need for a shiny phone back is not the need of the hour. Matt finish which makes the product more fancy & classy is what would work. Also, at the end of the day we all put back covers or hard covers to protect it.”
As Mobiistar is convincingly focusing on the camera which is believed to be for selfie lovers. The details, however, went unnoticed in the ad and the makers could have been more vocally active to highlight this additional feature. Nevertheless, the campaign can hopefully entice the audience which it has targeted through the ad campaign given the price bracket that ranges between INR 6,000-10,000.