THE BRIEF
Give Motorola’s projector phones a meaningful farewell.
Give Motorola’s projector phones a meaningful farewell.
THE INSIGHT
India’s love for the big screen transcends access to it.
India’s love for the big screen transcends access to it.
THE IDEA
Reunite Motorola’s projector phones with India’s last travelling talkie, bringing big screen cinema
back to the villages while keeping a 70-year-old Indian film tradition alive.
Reunite Motorola’s projector phones with India’s last travelling talkie, bringing big screen cinema
back to the villages while keeping a 70-year-old Indian film tradition alive.
MY ROLE
· Copy · Creative Direction · Strategy · Campaign Dev
AGENCY: Enormous Brands | IMAGES: Amit Madheshiya, Anurag Banerjee
PRODUCTION: Maneesh Adhikari
· Copy · Creative Direction · Strategy · Campaign Dev
AGENCY: Enormous Brands | IMAGES: Amit Madheshiya, Anurag Banerjee
PRODUCTION: Maneesh Adhikari
We live in two Indias. One that watches its cinema on an Imax screen.
The other, that has no access to theatres even100s of miles away. Both Indias however have one thing in common - Their love for cinema on the big screen. So when the iconic Motorola projector phones were going to be phased-out, we had the perfect farewell plan for these portable cinema theatres.
The other, that has no access to theatres even100s of miles away. Both Indias however have one thing in common - Their love for cinema on the big screen. So when the iconic Motorola projector phones were going to be phased-out, we had the perfect farewell plan for these portable cinema theatres.
The plan started with a wild goose chase for the last known travelling talkie in India.
For the unversed, travelling talkies filled the gap left by the lack of movie theatres in the country.
Our search took us to a ghost village just a few miles away from India's cinema capital - Mumbai.
For the unversed, travelling talkies filled the gap left by the lack of movie theatres in the country.
Our search took us to a ghost village just a few miles away from India's cinema capital - Mumbai.
Motorola decided to take its projector phone on a road-trip across Maharashtra. In the process inspiring a 70-Y.O. community to keep its tradition of travelling cinema alive and preserve a glorious part of Indian film history.
Project Housefull was a Motorola powered travelling talkie experience. It recreated the big-screen experience for villagers who hadn't been to a movie theatre in ages. Moto's last remaining projector phones found the perfect place to retire in the company of the last remaining travelling talkies. In the process solving the problem of acquiring expensive film reel, cumbersome storage and digital streaming for these talkies.
The Marketing Play:
We knew our small act of kindness could go on to create a massive impact in the lives of this cinema-deprived audience. By passing on the last batch of the projector phones to its rightful beneficiaries, we gave the phone a fitting farewell and the brand a lifetime supply of customer loyalty.
We knew our small act of kindness could go on to create a massive impact in the lives of this cinema-deprived audience. By passing on the last batch of the projector phones to its rightful beneficiaries, we gave the phone a fitting farewell and the brand a lifetime supply of customer loyalty.
The stills from our roadshow, shot by Anurag Banerjee.
The activation reached out to 8000 cinema-deprived people in 29 small towns and villages.
Sometimes even in villages with no access to electricity.
Women from all walks of life would finish their daily household chores and dress up to attend our screenings.
The activation involved building tents from the ground up.
Taking them down and then doing it all over again in the next village.
Taking them down and then doing it all over again in the next village.
The last projector phone and the last remaining travelling talkies went on to tour happily ever after.
Keeping the legacy of Motorola alive for generations.
Keeping the legacy of Motorola alive for generations.
