Micromax has once again roped in the 'Wolverine' Hugh Jackman for its latest commercial for newly launched world's slimmest and lightest phone Canvas Sliver 5 , last time Hugh Jackman was seen promoting Canvas Turbo for Micromax.
The action-thrilled commercial starts with a scene showing NYC and then a car comes to halt screeching next to a building. Two strong built and heavily armed guards pull out a blind folded prisoner and dragging him inside the building. The guard locks the prisoner after checking that he doesn't have any tool and locks the cell from outside. Once the guard is out , the mask is pulled of and Hugh Jackman pulls out Canvas Sliver 5 hiding in his pocket (remember guard searched but didn't get anything? thanks to the slimness and light weight of the phone). Next you will see the slimness and lightness of phone is used to unlock the door, unscrew and AC duct and passing of phone through narrow AC duct and also showcased the phone is so slim that it sits in playing cards without getting noticed (ye thoda jyada ho gya :P ). Towards the end of the commercial Hugh Jackman throwing Sliver 5 towards the guards and they are cornered thinking it of as a sharp weapon, meanwhile Hugh Jackman picks his phone and runs outside and unlock one of the trucks again using Sliver 5 :). As soon as the truck is unlocked we see a bunch of SUVs of FBI surrounding Hugh Jackman and he is in safe hands now.
You can watch the commercial below.
Speaking on the association, Mr Shubhajit Sen, Chief Marketing Officer, Micromax said,
“Micromax Canvas Sliver 5, the slimmest and the lightest phone ever,
deserved a campaign that could become the most entertaining ever. That’s
why, we have teamed up once
again with Hugh Jackman, best known for his role as Wolverine. The
strategy was to elect Jackman to introduce the slimmest phone ever, in
all our communication. Hugh’s dynamic fearless personality, our creative
appetite for technology, keen consumer insight
combined with our innovation engine makes this a very powerful
partnership. As we further look to strengthen our footprint across the
globe, this is an ideal association for us to build on the audience
connect as he is the leading name in the entertainment
industry in the world.”
Talking about the association with Micromax, Hugh Jackman said,
“It’s a pleasure to work with Micromax once again. This time on
their campaign for the slimmest phone to date, the Micromax Canvas
Silver 5."
Mr Amer Jaleel, NCD, Lowe Lintas and Partners said, “We wanted to
give Micromax consumers a thrilling ride with a favourite star. The
fact that Hugh gets himself out of a sticky situation using the slimness
of the phone provided exactly that opportunity.
We crafted the film to look like a movie. We designed the experience to
be one where the slimness is an after-realisation. It's 'Oh so that's
what was happening with the phone' rather than 'Oh look how he's using
the slim phone'.”
Through
each of the mediums, the campaign aims to showcase not just the
slimness and the light-weight of the phone but also the fact that the
Canvas Sliver 5 is packed with the most awesome features.
With a
thickness of 5.1mm (end to end) and weighing a mere 97 grams, the Canvas
Sliver 5 is the world’s slimmest and lightest 4G smartphone. Crafted
exquisitely in a distinct metallic frame which
is made from aircraft grade aluminum, the smartphone is a perfect
confluence of design and substance. Priced affordably at Rs. 17,999/-, each element of the device is meticulously designed and adorned to make it the slimmest smartphone
and a stunning looking device
Reinventing
the story of empowerment, Micromax has always urged consumers to
explore new boundaries. The brand enjoys high salience in the Indian
market through an engaging platform of experiencing
technology like never before. With the launch of Canvas Sliver 5,
Micromax is all set to revolutionize the smartphone experience for the
users reinforcing its promise of democratizing technologies for the
masses.
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