Google released a new digital campaign titled Day With Pixel 2 featuring Rahul Dravid to market their latest smartphone, Pixel 2.
Day With Pixel 2 is conceptualized by Lowe Lintas, shows Dravid hanging out with his boys. It captures the fun filled time, all of them have, with Pixel 2 being an integral part. Google entered the premium smartphone segment last year with Pixel and recently, it has launched its latest edition Pixel 2.
Rahul Dravid, the man who is known as Mr Dependable, The Wall fits well with the personality of the phone.
Online Promotions
The digital-only film is being promoted with the help of online influencers. The video has gone viral and has clocked more than 11 million views till now.
It is so refreshing to see Rahul Dravid letting his guard down for an ad. He might not be very comfortable with such things, but he still carries himself with so much class. He's genuinely funny and it shows. #RahulDravid#DayWithPixel2https://t.co/ihEjupRa0d
We spoke to Chetan Kapoor from Law & Kenneth Saatchi & Saatchi to get his views on the digital campaign and to understand if it has worked well for the brand.
Chetan Kapoor - Senior Creative Director, Law & Kenneth Saatchi & Saatchi said, "The film is a good example of how a brand/product can be made an integral part of a narrative. It highlights the main features of the phone in an engaging, non-intrusive manner. Most situations in the film will be relatable to a young, digitally savvy audience. Of course, it always helps to have an evangelist like Rahul Dravid with you."
He further added, "If there is one thing that could be improved, it is the film’s duration. A tighter edit would have worked better. Film tends to drag in certain parts. Surprising, considering that Google constantly espouses creation of snackable video content to all brands that advertise on its platforms. There is a high chance of dropouts amongst viewers who are not Dravid fans."
Previous campaign
Earlier this year, Pixel launched their campaign called #DayWithPixel which featured, Indian interior designer, newspaper columnist, film producer and author Twinkle Khanna, popularly known as Mrs Funnybones.
The ad depicted a day in the life of Twinkle Khanna with Google Assistant as her companion, finding eating places for her, taking a selfie, and reminding her of the upcoming meetings. In the close to two-minute-long video, she can be seen playing around with various roles and interests with Google Pixel by her side.
In Day With Pixel 2 the features of Google Pixel 2 have been seamlessly merged within the story line. The picturesque location and seeing Dravid after a long time, surely make it a delightful watch.
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Chetan Kapoor - Senior Creative Director, Law & Kenneth Saatchi & Saatchi said, "The film is a good example of how a brand/product can be made an integral part of a narrative. It highlights the main features of the phone in an engaging, non-intrusive manner. Most situations in the film will be relatable to a young, digitally savvy audience. Of course, it always helps to have an evangelist like Rahul Dravid with you."