Micromax: A lesson in fun

The latest campaign from the handset maker, which promotes the newly launched tablet Funbook, emphasises how the product is a crossover between education and entertainment.

Children and teenagers have always complained about studying for long hours. The latest campaign from mobile handset manufacturer Micromax, which promotes the newly launched tablet Funbook, talks about education being made an enjoyable experience for all youngsters.

The television commercial, which retains the humorous style followed by the brand, accentuates the main properties of the tablet - mainly education-based applications which can be used by Grade 1 to graduation students, along with other apps such as games.

Conceptualised by Taproot, the TVC, titled 'Filmi', shows children and teenagers being asked questions such as 'Who was Aurangzeb?' and 'What is the golden rule of accountancy?' Interestingly, rather than providing monotonous answers, to the parents' and teacher's surprise, the students perform a gig while answering the questions. The TVC ends with the message, 'Hero pass bhi hoga, time pass bhi hoga'.

Pratik Seal, head, marketing, Micromax, explains, "A tablet is usually targeted at youth, mainly the working class (male/female) in the age group of 15-24 years. However, this time, we decided to change it to (male/female) 10-21 years, as we had planned to make this device perfect for 'edutainment' - a device meant for both education as well as entertainment. Thus the agency was asked to create a concept which focused on complete development of a child rather than showing how children are converted to nerds."

Micromax, which is popular for tongue-in-cheek campaigns, ensured that the new agency maintained the brand tonality. "The brand has always been known for a particular approach when it comes to communication. While for this campaign we partnered with Taproot as the time of the launch of the product had led to a clash of category with our main agency, the new agency was asked to maintain the same tone," adds Seal.

Interestingly, the company claims to have tied up with education content creators such Aakash Coaching and the tablet provides study material from Grade 1 till graduation.

Agnello Dias, chairman and co-founder, Taproot India, says, "The idea for the television campaign generated from the demonstration of the product. The tablet, which is coupled with both education and entertainment applications, provided the idea of how we can talk about both the features in a cheeky manner."

In addition to the television commercial, the mobile handset manufacturer has launched a print campaign in the South and West. The company is mainly using regional papers to drive home the message. It also plans to launch an on-ground activation soon.

A good mix

Industry professionals opine that the execution of the television commercial makes it an interesting watch.

Ferzad Variyava, executive creative director, Publicis Ambience, says, "Happy, carefree kids who give answers in class with a song and a jig. I feel this was memorable. What made it nicer was the performance of the kids. Each did something on-screen you'd like to see again. Though initially I did wonder what they all had for breakfast, I was delighted to discover it was a healthy dose of education and entertainment, dished out by a Micromax tablet. I did find the messaging in the end to be a little over ambitious, with several punch lines. But the overall charm of the film gives it that repeat 'watchability' factor that more than makes up for it."

"Tablets by nature open up a world of opportunities in your hands and, considering the price point of the tab, positioning it in the fun plus education zone for students of all age groups works for the brand. In fact, what is not working is using Bollywood clichés/songs to convey the thought. It's one of the oldest tricks in the advertising bag, which has been overused by brands across categories. But then, I am not the target audience here and perhaps the students, who are being talked to, are loving it," remarks Meraj Hasan, vice-president, strategic planning, Everest Brand Solutions.