HTC's new campaign: Touch and Talk!! Your world, just a touch away!

Speaking about the client's brief, Pulak Bisht, Creative Director (Art), said, "HTC, being the late entrant in the Indian market, we wanted to break ice with the launch of HTC explorer, a phone for the youth and a phone at such amazing prices. The client wanted to tell a touch story featuring that you can stay in touch with all your friends and family."

Commenting on the campaign, Faisal Siddiqui, Country Head, HTC India, said, "We are delighted to unveil the TVC for the popular HTC Explorer handset in India. The insight for the launch came out from the fact that the youth of today is tech savvy and prefers keeping in touch with friends and peers through social media websites, chats, and mails. Our main objective is to communicate that HTC Explorer helps achieve all this through the magic of your fingers. HTC Explorer is a device, which today is an extension of its user. A friend, buddy that lets you access the world in your hands and this is the emotional aspect that we have tried to bring out in this campaign"

When asked how difficult or easy was it to come up with this idea and what prompted them to take this idea ahead, Bisht said, "It was neither difficult nor easy. Basically this idea popped in a conversation. Earlier we had thought of something else but suddenly this finger concept came up. We thought why not fingers do something."

As told by Bisht, the target was youth from college goers to young jobbers, who are passionate, tech savvy, are into multi-tasking. They work and have fun at the same time on their mobile. They are trend setters for fashion & technology leads thought processes and become an inspiration for their older counterparts.

A light hearted, playful & youth-centric story which revolves round a guy trying to woo his girl who is angry with him. Through the fingers (imagery of walking legs) we see him doing everything possible to win her smile back. The background song (Tere maafi ko mai waiting waiting) connects well with the script, and has an outlook of a lover (a young college guy trying to win his girl back). TVC ends with his fingers doing the magic, getting the girl back , establishing that with the new HTC explorer the world is just a touch way. | By Aanchal Kohli [aanchal(at)adgully.com]