Set against the iconic Bollywood number “Yaar Bina Chain Kahan Re,” the film takes the visual and tonal language of a music video, while naturally integrating the LAVA Virat Curve 5G into the story.
“With Virat Curve, we wanted to move beyond the usual feature-first communication.
The way the Virat Curve fits into that world makes the film feel quite different from the usual product-led films,” said Rohit Saraf.
“Rohit and Pratibha are already creating a lot of buzz together, and that made them an exciting pairing for this campaign.
LAVA Virat Curve.
Adgully Bureau | 16 hours ago Views: 488
Smartphone advertising has traditionally been about the next feature, the next specification and the next product benefit. For its latest campaign, LAVA is choosing a different route.
The campaign brings together the national crush and celebrated Bollywood actors Rohit Saraf and Pratibha Ranta in a romantic film that begins with a chance encounter between the two. What starts with a simple interaction quickly unfolds into an imagined relationship journey, taking the characters through moments of romance, adventure, conflict and connection. Set against the iconic Bollywood number “Yaar Bina Chain Kahan Re,” the film takes the visual and tonal language of a music video, while naturally integrating the LAVA Virat Curve 5G into the story.
“With Virat Curve, we wanted to move beyond the usual feature-first communication. ‘Go With The Curve’ gave us an opportunity to tell a story that feels entertaining and distinctive, while still bringing the product naturally into the experience,” said Puravansh Maitreya, Head Marketing, LAVA Mobiles.
“People are consuming more content than ever, so brands need to create something people actually want to watch. Smartphone advertising has largely been feature-led. We wanted to change that with LAVA and create a piece of entertainment where the product becomes part of the story, rather than the story becoming about the product,” said Raghav Bagai, Co-founder, Sociowash Network.
The film brings LAVA’s “Go With The Curve” proposition to life through an unexpected relationship story, with the Virat Curve 5G becoming part of the journey rather than being presented through a conventional product demonstration.
Much of the film’s charm comes from the natural chemistry between Rohit and Pratibha, who bring the imagined relationship at its centre to life.
“What I liked about the film was that it didn’t feel like a typical phone commercial. There’s a real story, a lot of chemistry and this whole imagined journey between two people. The way the Virat Curve fits into that world makes the film feel quite different from the usual product-led films,” said Rohit Saraf.
“I really enjoyed the playfulness of the story. It starts with such a simple interaction and then takes you through this entire relationship in a very unexpected way. The music, the chemistry and the visual treatment make it feel more like a little film than a conventional advertisement,” said Pratibha Ranta.
The casting also taps into the growing audience interest around Rohit and Pratibha as a pairing. Bringing that existing chemistry into a new creative setting was a key part of the talent approach behind the campaign.
“Rohit and Pratibha are already creating a lot of buzz together, and that made them an exciting pairing for this campaign. From a talent perspective, the idea was to tap into that existing chemistry and audience interest, while giving them a completely different world to play in. The result is a film that feels natural to them, but still unexpected for the audience,” said Shubham Chawla, Business Head, Youthbeat.
The result is a film that deliberately blurs the line between a music video and a smartphone ad, giving the audience a reason to stay for the story before revealing the product behind it.
LAVA Virat Curve. Go With The Curve.
