Children and teenagers have always complained about studying for long hours. The latest campaign from mobile handset manufacturer Micromax, which promotes the newly launched tablet Funbook, talks about education being made an enjoyable experience for all youngsters.
Conceptualised by Taproot, the TVC, titled 'Filmi', shows children and teenagers being asked questions such as 'Who was Aurangzeb?' and 'What is the golden rule of accountancy?' Interestingly, rather than providing monotonous answers, to the parents' and teacher's surprise, the students perform a gig while answering the questions. The TVC ends with the message, 'Hero pass bhi hoga, time pass bhi hoga'.
Micromax, which is popular for tongue-in-cheek campaigns, ensured that the new agency maintained the brand tonality. "The brand has always been known for a particular approach when it comes to communication. While for this campaign we partnered with Taproot as the time of the launch of the product had led to a clash of category with our main agency, the new agency was asked to maintain the same tone," adds Seal.
Interestingly, the company claims to have tied up with education content creators such Aakash Coaching and the tablet provides study material from Grade 1 till graduation.
Agnello Dias, chairman and co-founder, Taproot India, says, "The idea for the television campaign generated from the demonstration of the product. The tablet, which is coupled with both education and entertainment applications, provided the idea of how we can talk about both the features in a cheeky manner."
In addition to the television commercial, the mobile handset manufacturer has launched a print campaign in the South and West. The company is mainly using regional papers to drive home the message. It also plans to launch an on-ground activation soon.
A good mix
Industry professionals opine that the execution of the television commercial makes it an interesting watch.
"Tablets by nature open up a world of opportunities in your hands and, considering the price point of the tab, positioning it in the fun plus education zone for students of all age groups works for the brand. In fact, what is not working is using Bollywood clichés/songs to convey the thought. It's one of the oldest tricks in the advertising bag, which has been overused by brands across categories. But then, I am not the target audience here and perhaps the students, who are being talked to, are loving it," remarks Meraj Hasan, vice-president, strategic planning, Everest Brand Solutions.