Micromax to sponsor IIFA 2010, Lowe Lintas releases new Ad campaign

Ever felt that desperate desire to get treated like a superstar? There must've been instances when, in your dreams, you are being serviced like a movie star, with people running all around you, just to meet your list of requirements. A glass of juice, a full blown guy just to hold the glass as you sip away from the straw, a masseur softly massaging your arm as the make-up artist goes about beautifying your face. Ah, what a blissful life, you think, as the bubble of your imagination bursts as your mother shouts out to get up and get ready and you lie there on the bed, hoping for all this to become true someday.

It happens, it is okay to accept. Everyone has a fetish, a burning desire for something like this. It is a human tendency. It is normal!

The team at Lowe Lintas has understood the concept of hidden desires and has come up with two amazing commercials for Micromax ' one of the newest players in the mobile phones market.

One advertisement concentrates on the rising pride of a female side artist when a helper enters with a drink for her. She gestures him to keep the glass on the table and he does just so. Then a man ' seemingly a co-ordinator ' enters and shouts at the helper as the drink was supposed to be for the main actress, not the one sitting here. This leaves the girl embarrassed. The bubble of imagination and hope burst in nothing but a moment.

The second advert is more direct. A supporting artist reaches the set a few minutes late and is blasted by the director for his inability to reach on time. He goes on to say that not even the biggest actor has the guts to reach late on his set. The director, in the midst of taunting the supporting artist, is informed by his assistant that the main lead actor is going to be another four hours late. Helpless, the director just slides back into the chair with a look of frustration and embarrassment.

The commercials are essentially aimed at promoting the upcoming IIFA Awards, to be held in Sri Lanka. Six lucky people, who buy the Micromax mobiles, will get to fly to Sri Lanka for the IIFA Awards and will be treated like a celebrity.

IIFA film award is a prestigious platform to showcase the Indian film industry and its achievements this time at the global level. It happens every year and this it's happening in Sri Lanka. It is a much awaited award function by Bollywood and is considered the Oscar of the Indian Film fraternity.

Micromax Mobile is the main sponsor of this award in 2010. Through this association, the brand aims to further reinforce its imagery and brand recall. Association with IIFA awards also brings the opportunity to cut ice and will help the brand in higher sales among the young audience who are crazy about the film industry and the Bollywood stars.

Headed by R Balki, the team to be credited for their effort consists of Amer Jaleel, Syed Amjad Ali, A Suspi, Shayondeep Pal, M N Damodaran, Aditi Patwardhan and Srishti Jain.