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Smartphone brand, Moto India releases online, crowdsourced campaign. The video features five celebrities.
In a quest to recreate the iconic 'Hello Moto' track, Moto India created one of the biggest online crowdsourced campaigns, Moto Spotlight 2.0, where the company collaborated with the best names in the industry from four different categories - Art, Music, Film and Photography. The four industry mavens - actor, producer and director Pooja Bhatt, ace lens man Atul Kasbekar, DJ Nucleya and designer duo Falguni & Shane Peacock - mentored three selected winners in each category and created an Indian version of 'Hello Moto' with a blend of electric colours and funky Indian beats.
Interested artists registered on the Moto Spotlight 2.0 website and submitted their application along with a link to their work/profile by February 2017. The winners (three from each of the four categories) got a chance to be mentored by and work with the four industry mavens. The top three in each category were selected based on a combination of most number of votes and the quality of their entries.
In 2015, Moto set out on a journey across the country to put the spotlight on some of the country's most talented bands and gave a platform to young, aspiring artists to showcase their work and get an opportunity to perform on the Moto Spotlight stage with leading headliners such as Parikrama, Bandish, Faridkot, Madboy Mink, Junkyard Groove, Motherjane, The Local Train and The Spud In The Box. Moto Spotlight 1.0 covered more than 18,000 miles and reached out to over 100,000 consumers across 11 cities in two months. It brought great music, the best of talent and Moto's products to consumers.
Through the #HelloMoto initiative, Motorola has highlighted key features of its products. Pooja Bhatt, Atul Kasbekar, DJ Nucleya, and Falguni & Shane Peacock are strategically used as anecdotes to promote Motorola phones' camera functions (both video and still), audio quality / speakers, stylish looks and fashionable bright neon colours.
Elaborating on the campaign, Gaurav Sharma, creative director at Fountainhead MKTG, says, "Our task for Moto Spotlight 2.0 was to take the vibrant colours of modern India and depict them in a fun yet true manner. We created a music video that featured the right mix of energy and youthfulness and had an authentic Indian vibe! Nucleya created the track for the video, taking the iconic Hello Moto and turning it into a soundtrack that sounded quintessentially Indian yet did justice to the legacy of the very iconic jingle."
Agency Credits
Agency Name: Fountainhead MKTG
Chairman and Group CEO: Brian Tellis
Co-Founder and COO: Neale Murray
Creative Director: Gaurav Sharma
Creative team: Amit Bhutani, Akhilesh Rawat, Soumen Deb, Pankaj Arora, Sumit Sharma and Navdeep Singh
Account management: Shivangi Lal, Shibani Khaneja and Rishabh Ratnu
Agency Producer: Deeksha Sharma Arora
Production house: Fountainhead MKTG and Filmy Chacha
Director of the TVC: Gaurav Sharma and Akhilesh Rawat
Producer: Jaishankar V.G.
Director of Photography: Ravinder Kumar
Music Director: Nucleya