Who are Blackberry boys after all...

Blackberry was introduced in the market as a smart phone which was targeted at business men. It was sold on the USP that it can perform multi functions and easy web browsing. However as markets can be dynamic and unpredictable, it was soon seen that Blackberry appealed to the whims and fancies of even the youth. Marketers were quick to note this transition and put on their thinking caps to woo the young adults.

The new Vodafone Blackberry commercial very aptly depicts the change in the way Blackberry is consumed today. Businessmen are not the only "Blackberry Boys', today amongst the youth, it is a style statement and ice breakers in many conversations. The youth have embraced it in a way that has never been done before.

The new commercial begins with five men in classy business suits, dancing and singing "We are the Blackberry Boys'. The men are soon joined with hundred other people, all dressed in collegian outfits. The message almost seems to be, "Back away businessmen, Blackberry is ours too'. The expressions of the men in suits change hilariously, as they are surrounded with young individuals, singing what was apparently their song. The jingle is catchy and peppy.

Kapil Arora, National Account Head for Vodafone at O&M said, "Blackberry is beyond just office work. Teenagers and young individuals are already using Blackberry to surf the net and to chat and connect with friends. Today parents can afford to purchase a 15 or 16 K phone for their kids, but the monthly expenditure goes out from their pockets. So Vodafone prepaid opened up that market. This advertisement is only justifying a movement that has already begun."

Blackberry has recognized their market in the youth a while ago, which explains the Blackberry being available in vibrant colours now. This ad campaign has charmed everyone to such an extent that it is all over social networking sites and hot topic in conversations.

O&M have yet again created an ad campaign which is so simple and to the point that it has captured the idea perfectly. | By Janees Antoo [janees(at)adgully.com]

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