Spice Retail Limited, India?s leading Mobile Internet company, has launched an ad film featuring renowned actor Nawazuddin Siddiqui for its new introduction Spice Stellar 506 smartphone. Conceptualized by Ogilvy, it is another expression of the marketing and communication strategy created for Spice by brand consultancy Bharat Bambawale & Associates (BB&A). The film presents Spice Stellar 506 smart phone?s large screen size through a nostalgic look back at the difficulties Nawazuddin used to encounter in his early days just to be able to realize his dream of watching films on the big screen. The TVC, currently on air across channels, is an extension of Spice?s ?Milaye Sapnon Se? brand idea. By re-telling Nawazuddin?s real life story, and through it evoking his journey from small town dreamer to big city success, Spice wishes to inspire youth all over India and especially those who live in our smaller towns to connect to their dreams through the contemporary medium of a smart phone.
Speaking about the idea behind the campaign, Dilip Modi, Chairman, Spice Retail Ltd 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.?
?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?, says Bharat Bambawale, founder and principal, Bharat Bambawale & Associates (BB&A).
Nawazuddin Siddiqui, due to his dedication and spirit, has grown to become the face of modern Indian cinema. He confesses that this being his first brand engagement he was nervous initially. But on sitting down with the team and understanding Spice?s vision and the campaign?s objective, he felt completely at ease. Nawazuddin says ?The film 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 as shown in the film, and finally reach the city exhausted. But as soon as I saw the cinema theater all my exhaustion would just vanish and everything would be worth it.?
Azazul Haque and Mahesh Gharat, group creative directors, Ogilvy India said ?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.?
Featuring Nawazuddin?s life full of struggle, deprived of comfort and luxury of a multiplex next door while growing up, this riveting film reconstructs the journey the actor used to take just to be able to watch his favorite film on big screen. What he did have though, was his dream to become an actor. The closest big screen theatre was in the city, many kilometers away from his home. Nawazuddin would toil hours, travelling from his town to the city, just to be able to watch his favorite Bollywood stars on big screen and dream to become like them one day. The advertisement, shot in the town where Nawazuddin spent most of his time growing up and dreaming draws a parallel between him and other such aspirants, and illustrates how Spice Smartphones has now made this dream easily attainable with its Stellar Stellar 506 Smartphone. Equipped for big screen entertainment; one can now watch movies and videos anytime anywhere.
