Google has released a new ad campaign featuring Rahul Dravid after the release of its new smartphone Pixel2. It is a small 3 minute videos conceptualized and executed by Lowe Lintas, Delhi.
The video revolves around Dravid and his team who are in the picturesque location of Dharamshala for a match. On an off day, three of his proteges (Shreyas Iyer, Shardul Thakur, and Mayank Dagar) decide to take the coach out in the city. The film captures the fun-filled day in the life of the players, with Pixel being an integral part.
Objective of the Campaign
The 3 minutes short-film aims to showcase the user in a realistic manner, with Pixel 2 seamlessly being part of their life. Dravid, a cricketing legend, and coach have been roped in by the brand to share real user’s experience in the ad. With this influencer campaign, the brand aims to build premium credentials, create advocacy and affinity for Pixel 2 among the consumers.
Sapna Chadha, The Marketing Director of India and South-East Asia of Google shared her view about the campaign. Here’s what she said “The range of features such as Assistant, Maps, Search, Camera clarity, Unlimited storage through Photos, etc that Google’s Pixel 2 offers addresses consumer pain points and finds ways to ease our lives. Like everything we do at Google, Pixel is about the user. It’s a belief in the awesome things consumers can do with the best tools we can give them. The new campaign highlights and exemplifies that in an engaging way”
Reacting to the campaign idea, Joy Mohanty, Regional President (creative) North & East, Lowe Lintas said “It was interesting to see what lies on the other side of The Wall – Rahul Dravid, the Coach. We see him hang out with the new kids on the cricket block. And he shows them a trick or two. Aided all along, of course, by his superbly smart Pixel 2.”
Results
The ad campaign was released on 11 December 2017 and got more than 22 Million views on Youtube. Rahul Dravid is proved to be the best choice for the campaign as the legendary cricketer has high credibility not just among the cricket fans but among whole nation.
