Spice Retail Limited 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.”
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.”
