Zen Mobile has launched its first television commercial featuring actor Amitabh Bachchan. The advertisement showcases Zen Mobile’s latest handheld, the M 25 which has a stand by time of 72 days and a full video player along with a QVGA Screen.
The tag line of the advertisement is ‘Start a following’, which explains that the M 25, with its features can start an example of having the wildest of features. Given the situation that competing brands are introducing different features to mobile handsets, the brief given to creative agency was to make a relevant but interesting campaign featuring Bachchan, targeting the Tier 2 and Tier 3 towns, these being Zen’s major markets. They were asked to position the M 25 as a mini theatre with extensive battery back-up and full video application and MP4 feature.

Through this advertisement, Zen Mobile is trying to reach out to its target customer and evoke interest, curiosity, and surface expectations from product experience. The idea behind developing the advertisement was to generate mental engagement with the brand and desirable brand association by bringing experience of a mobile like the M 25 to the forefront.
The scene is filmed at night and Bachchan plays the host for the evening, with villagers beside him ready for the screening of a feature fim.

Bachchan is seen counting money from the show’s collections while the villagers are busy watching the movie. The music from the film is playing in the background. In the following scene, the villagers are frowning as the projector goes off bringing in a collective sigh of disappointment. Everybody started asking their money back and Bachchan tries to appease them in the next scene. Bachchan then asks everyone to stop screaming and shows them the M 25 mobile phone and everyone is dumb-struck and watches it in amazement. On their query, Bachchan says that it is a Zen Mobile mini-theatre. The succeeding scenes portray the confusion of the villagers to which he shows them the magic of the phone. He puts on the movie and the crowd settles down to watch.
The next clip reveals the cause of their action which is the new Zen M 25. The functions of this mobile gives the user the theatre experience with its big OVGA screen with excellent sound quality 
There were certain aspects which were observed in the designing of the advertisement, such being distinctively creative. For instance, various situations and characters have been used creatively to convey the two best qualities of the mobile. The scene rests in a village domain to bring a idiosyncratic appeal of the surrounding, thus showcasing the best way to promote its message in simple words.  For example, by keeping a village scene, Zen Mobile has creatively portrayed its strong presence in the rural areas. Also, the commercial has the element of rationality, emotions and personal relevance which is requisite to evoke positive response.
The creative agency for the ad is Bates 141 and has been directed by Shoojit Sircar.