By Malay Desai
From: Palasa Creative, Mumbai
A spot for electronic firm iball’s new ‘projector phone’ is a musical shot in various parts of Mumbai. It begins with visuals: an aeroplane being projected on the roof of a local train, then a white shirt being a Makeshift screen for an official presentation, followed by offbeat uses of the projector by people from all walks. The film winds up with a group of youngsters projecting a live cricket match on a tempo, which moves away after which they continue watching the game on their own selves. ‘showtime in business and entertainment’, its brand ambassador Kareena Kapoor announces in the end.
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In Christmas 2011, this column had made its debut with a spot featuring iPhone’s new ‘Siri’ assistant feature. It seems like just day before yesterday, but the dynamics of our smartphone market have changed manifold since.
While Micromax and Karbonn are now legit competitors to Apple and Samsung, it’s the third tier, Intex, Lava et al, that’s intriguingly heating up. The computer peripheral firm of last decade, iBall now has a range of smartphones, and has done well to play up the USP of its latest variant.
The purported big deal here is a projector within the phone, a ’35 Lumens’ one for whatever that’s worth. But if one is talking to the Tier II and Tier III Indians about it, one cannot be metaphorical, funny or overtly stylised about it. This 45-second film is neither, but it flaunts what it has.
The ad features projections by the phone on outdoor objects (and people, for that matter) in the city and comes straight to the point — DIY projections. Handheld projections on streets, clothes, loo doors, kitchen walls and sides of a tempo build up the fun, but if there’s one element that makes the film a multiple-watch-withpleasure, it’s the beautiful background score. The peppy song ‘Tera mera bioscope’ in a child’s voice adds a bright layer among all visuals shot in the dark for obvious reasons.
We spot a clever geometry of circles within the ad, more brownie points to the lesser known agency which we’re sure has produced this at a media student’s budget.
Perhaps the most significant aspect of the film is external — the rider ‘All projections in this film are from iBall Andi4a Projector Phone’ remains on screen throughout. Good move to say ‘we’re real’ among a clutter of ads with special effects.
We suspect the makers have tried to cram much into 40 seconds, and Kareena’s appearance and treatment in the end is disconnected and out of- sync. Also, no matter how useful this feature is, many snobs will tune out on just thinking of an iBall phone. Perhaps the brand also needs to invest in building some cool-th around it.
To watch this film, feed this easy link: bit.ly/iBallTVC