Issey Kehte Hain Smart!

Year 2017 was quite an eventful year for Intex Technologies. In addition to launching a wide range of products, Intex effectively positioned itself as a strong consumer durables brand of India. In the consumer durables segment, one of the major highlights of the year was the hero product – Intex 43-inch 4K LED TV, in line with the company’s strategic focus on big screen smart LED TVs for the young generation and families who want experiential viewing with smart features. The big screen 4K LED TV was launched in the last quarter with the start of the festive season and was promoted through 360-degree marketing activities. As part of this, Intex launched a TVC for the 4K LED TV model having noted Bollywood actor Boman Irani and a comical script.

The concept behind the TVC was to emphasize the difference that makes Intex smart TV a force to reckon with. Having Boman Irani as the communicator meant the story line would have the comical twist required to connect with consumers as we redefine smart in an unconventional manner and affirm the brand’s Issey Kehte Hain Smart tagline with much ease.

The TVC is set in a house being looted by two thieves in the presence of its owner. The scene leads into a close-up of the thieves looking mesmerized by the clarity, display, and content quality being played on Intex TV, and ends on a note where the TV and the free speaker that came in the festive offer is the only valuable item they can steal. With Boman Irani as the communication agent, the unique brand attributes of Intex Smart TV are put out in an interesting and humorous manner for the audience to take note of.

Moreover, the aim was to highlight the fact that though the brand is a new entrant in the segment it comes with a robust background of superior quality complemented with aspects of availability. The market is already full with a mixed bag of smart TVs that are harping on their picture quality and clarity. Therefore, Intex’s task was to position its product in a way that will resonate with the consumers’ desires and aspirations – more than just a bundle of great features at an affordable price range.

Keeping in line with the company’s business strategy, the 3-week long on-air TVC was broadcast from September 23 to October 17, 2017 over 60+ channels pan-India in Hindi and South Indian languages. Hindi speaking markets included Delhi, Haryana, Maharashtra, Punjab, Uttar Pradesh, Madhya Pradesh, Gujarat, and Rajasthan while regional markets included Karnataka, Tamil Nadu, and Andhra Pradesh. The campaign was also visible on high-impact platforms like India-Aus ODI series, film TV premieres, and festive shows along with BTL activities.

The TVC was conceptualized by the advertising agency, Publicis India. The ad which was conceptualized by Publicis India left the audience giggling while leaving an instant recall factor for the brand.

The Intex LED smart series comes with plenty of smart features like smart connect, ultra-high resolution, digital noise reduction powered with 8-GB in-built memory, app store, and wireless display technology. There is also an exciting offer of free 5.1 channel home theatre with BT connectivity available on LED TVs above 39-inch and a free BT headphone available on LED TVs above 32-inch.

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