In keeping with the USP of being the slimmest and the lightest phone ever, Micromax Canvas Sliver 5 deserved a campaign that could become the most entertaining ever. That’s why, Micromax thought of teaming up with Hugh Jackman, best known for his role as Wolverine. The strategy was to elect Hugh Jackman to introduce the slimmest phone ever, in all its communication.
The television commercial, conceptualised by Lowe Lintas Delhi, has been shot like an action-packed thriller and introduces the slimness of the phone. Jackman plays the role of a tough character trying to escape a high-security prison. And the only weapon he has is the Canvas Sliver 5. Take a look at the action-packed TVC:
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Speaking on the campaign, Amer Jaleel, NCD, Lowe Lintas said, “We wanted to give Micromax consumers a thrilling ride with a favourite star. The fact that Hugh gets himself out of a sticky situation using the slimness of the phone provided exactly that opportunity. We crafted the film to look like a movie. We designed the experience to be one where the slimness is an after-realisation. It’s ‘Oh, so that’s what was happening with the phone rather than ‘Oh, look how he’s using the slim phone.”