FCB executes new campaign for Obi Mobiles

15 Sep,2014

By A Correspondent


FCB Ulka has crafted a new campaign for latest entrant in the smartphone market, Obi Mobiles. OBI Mobiles has ambitious plans for India and are looking at leadership position by being a one-of-a-kind smartphone player. Their aim is to win hearts of the youth and become their most loved smartphone brand.


Ajay Sharma, CEO, Obi Mobiles, said, “In a market cluttered with innumerable brands offering the latest in technology, the challenge for us was to find a unique space for ourselves. While everyone is selling features we decided to create a brand the youth can relate to. With this objective in mind the current campaign projects Obi as the brand which is out there to celebrate individuality, without ever being judgemental.”


If you look at mobile communication today it is largely focussed on features and product usage. Hence, Obi decided to break out of the template and let people make their own choice without being preachy. And with this in mind, FCB Ulka came up with the brand thought “Whoever you are“. A philosophy that illustrates how Obi celebrates every individual, as he/she is. And to bring it alive, FCB Ulka has created two brand films with a unique creative device. The films show people with animal heads. Why animals? Animals are simple to understand, honest, fun and always real. They don’t wear masks, they are who they are. So they were a natural fit.


In one of the films, the protagonist is a black sheep of the family. A little different from the others. He does not try to fit with the crowd but acts himself around people. Instead of being bogged down, he is comfortable in his own skin of a black sheep.


In the second film, the protagonist is a chameleon at her work place. The story revolves around her being her normal self. A little moody. A lot of fun, bold and proudly herself.


Commenting on the TVC, Vasudha Misra, Sr. Creative Director, FCB Ulka, said “Advertising in the phone category seems like it’s all coming from the same place. With the phone at the front, back and centre of the communication. We wanted to keep our communication as distinct as our product. For Obi, more than anything, we wanted to establish a tone and a vibe that lends itself to all elements, even the logo. A unique one that people will be able to spot and recognise without waiting for the product window.”


Obi is the latest entrant in the Indian smartphone market and is promoted by Inflexion Point, a globally focused IT supply chain company co-founded by John Sculley (former Apple CEO) and Neeraj Chauhan (Global Distribution Entrepreneur).


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