Ogilvy Mumbai uses top actor Nawazuddin Siddiqui for Spice Smartphones campaign
A new TVC in the Spice Smartphones Milaye Sapnon Se campaign features Indian actor Nawazuddin Siddiqui in his first product endorsement – for the Stellar 506 Smartphone.
A true story of struggle, hardship and determination, Spice Smartphone’s latest film showcases actor Nawazuddin Siddiqui’s small town dream to become a big screen star. Coming from a small town, Nawazuddin didn’t have the luxury of a multiplex next door while growing up. What he did have though, was his dream to become an actor. The closest big screen theatre was in the city, kilometres away from his home. Nawazuddin would toil hours, travelling from his town to the city, using various means and modes of transport just to be able to watch his favourite Bollywood stars on big screen and dream to become like them one day.
For other aspirants and movie buffs like Nawazuddin, Spice Smartphones has now made this dream easily attainable with its Stellar 506 Smartphone, equipped for big screen entertainment; one can now watch movies and videos anytime anywhere.
The commercial was created by Ogilvy & Mather Mumbai, reconstructs the journey Nawazuddin used to take just to be able to watch his favourite film on big screen.
Speaking about the idea behind the campaign Dilip Modi, Chairman, Spice Retail said, “We at
Spice believe that lack of facilities should not be a hindrance for people in small towns from dreaming big. What Spice endeavours to achieve through its products is to provide its consumers, especially in small towns, a platform to explore and access a world of new possibilities. This ad film is a manifestation of Spice’s “Milaye Sapnon Se” brand idea that seeks to empower small town dreamers with its smartphones, in a category characterized by largely undifferentiated feature-based communications. Apart from the TVC, Spice will also use a digital film to showcase how smartphone technology is changing lives of the youth of India today.
Bharat Bambawale, Founder & Principal, Bharat Bambawale & Associates added, “Today a smart phone not only brings hitherto impossible to imagine dreams to doorsteps in the smallest of towns, it also provides the means to connect to those dreams. The digital film, which will debut exclusively online, is on the one hand an articulation of the Spice brand’s mission while on the other is an invitation to youth in India’s smaller towns to use their mobile phones not just to dream big but also to achieve big. Nawazuddin’s real-life journey is a huge inspiration not just for Spice’s target audience but also for me personally.
Azazul Haque and Mahesh Gharat, Group Creative Directors, Ogilvy India commented, “We wanted a story that was real and inspiring. Nawazuddin’s life story is the story of millions of youth in this nation. A small town guy with big dreams. A story of struggle and determination. Nawazuddin and his life journey made the perfect fit to propose the idea of seeing big screen dreams on the big screen of the Spice Stellar 506 Smart phone.”
Speaking to the man himself, Nawazuddin seems very excited about the new Spice film. He confesses that this being his first product endorsement initially he was nervous, but on sitting down with the team and understanding the brand’s vision and their campaign’s communication, he felt completely at ease. The Spice Smart phones campaign resonates with my own life journey and my belief that the size of one’s dreams isn’t defined by the size of one’s town. Shooting the film was a nostalgic trip down memory lane, when I was growing up I’d trek miles, in the same manner and finally reach the city exhausted. But as soon as I saw the cinema theatre all my exhaustion would just vanish and everything would be worth it.
Apart from the film on television, Spice uses a digital film to showcase how Smartphone technology is changing lives of the youth of India today. In this day and age, dreams and ambitions of small town India have gone beyond the standard doctor or engineer. You can now choose be learn any skill you want to or be whatever you dream to be with your Smartphone being your knowledge centre. Spice strives to make Smart phone technology accessible to one and all, getting you in touch with your dreams no matter who you are or where you’re from.
Credits – Creative Team: Mahesh Gharat, Azazul Haque, Shahnawaz Qadeer, Sandip Gaikwad. Account Management: Ajay Menon, Roshni Mohan, Karthik Narayan, Neha Agarwal. Account Planning: Vipasha Bhuptani, Aparna Jain.