Atul Kasbekar, Pooja Bhatt in Moto India video

Smartphone brand, Moto India releases online, crowdsourced campaign. The video features five celebrities.

In a quest to recreate the iconic 'Hello Moto' track, Moto India created one of the biggest online crowdsourced campaigns, Moto Spotlight 2.0, where the company collaborated with the best names in the industry from four different categories - Art, Music, Film and Photography. The four industry mavens - actor, producer and director Pooja Bhatt, ace lens man Atul Kasbekar, DJ Nucleya and designer duo Falguni & Shane Peacock - mentored three selected winners in each category and created an Indian version of 'Hello Moto' with a blend of electric colours and funky Indian beats.

Interested artists registered on the Moto Spotlight 2.0 website and submitted their application along with a link to their work/profile by February 2017. The winners (three from each of the four categories) got a chance to be mentored by and work with the four industry mavens. The top three in each category were selected based on a combination of most number of votes and the quality of their entries.

The video takes 'an epic journey' depicting various aspects of the campaign as it focuses on the styling of the phone with colourful illustrations and a vibrant, jazzy song in the background. It demonstrates the mentors engaging with the winners and showing them how to use the Moto Mod best suited for them. Atul Kasbekar uses the Hasselblad camera mod and guides the mentees on how to use the Hasselblad Mod to capture the best moments. Nucleya, on the other hand, along with the three winners from the music category, has created the high decibel track for this video.

In 2015, Moto set out on a journey across the country to put the spotlight on some of the country's most talented bands and gave a platform to young, aspiring artists to showcase their work and get an opportunity to perform on the Moto Spotlight stage with leading headliners such as Parikrama, Bandish, Faridkot, Madboy Mink, Junkyard Groove, Motherjane, The Local Train and The Spud In The Box. Moto Spotlight 1.0 covered more than 18,000 miles and reached out to over 100,000 consumers across 11 cities in two months. It brought great music, the best of talent and Moto's products to consumers.

According to Rachna Lather, marketing head, Lenovo MBG & Motorola Mobility, the Moto Spotlight campaign was a quest to bring together great music, the best of talent and product experience to consumers across the nation. "This year, to create an Indian avatar of the 'Hello Moto' track, and video, we picked up talented musicians, movie-makers, graphic artists, and photographers from the country and gave them an opportunity to hone their skills by working with four industry mavens and get recognition for their talent by starring in the video. We hope to continue this amazing journey in the future and plan to take the initiative to a next level," she says.

Through the #HelloMoto initiative, Motorola has highlighted key features of its products. Pooja Bhatt, Atul Kasbekar, DJ Nucleya, and Falguni & Shane Peacock are strategically used as anecdotes to promote Motorola phones' camera functions (both video and still), audio quality / speakers, stylish looks and fashionable bright neon colours.

Elaborating on the campaign, Gaurav Sharma, creative director at Fountainhead MKTG, says, "Our task for Moto Spotlight 2.0 was to take the vibrant colours of modern India and depict them in a fun yet true manner. We created a music video that featured the right mix of energy and youthfulness and had an authentic Indian vibe! Nucleya created the track for the video, taking the iconic Hello Moto and turning it into a soundtrack that sounded quintessentially Indian yet did justice to the legacy of the very iconic jingle."

Agency Credits

Agency Name: Fountainhead MKTG

Chairman and Group CEO: Brian Tellis

Co-Founder and COO: Neale Murray

Creative Director: Gaurav Sharma

Creative team: Amit Bhutani, Akhilesh Rawat, Soumen Deb, Pankaj Arora, Sumit Sharma and Navdeep Singh

Account management: Shivangi Lal, Shibani Khaneja and Rishabh Ratnu

Agency Producer: Deeksha Sharma Arora

Production house: Fountainhead MKTG and Filmy Chacha

Director of the TVC: Gaurav Sharma and Akhilesh Rawat

Producer: Jaishankar V.G.

Director of Photography: Ravinder Kumar

Music Director: Nucleya