onApril 17 2016: ASUS India has homed on the most persistent hassled of phone owners -- battery life to craft its latest video ad and slogan: ‘Battery Low? Battery Lo!’ . The video which highlights low battery troubles in a humorous way, but also tells people to lend a helping hand by sharing their ZenFone Max to charge the phone of someone in urgent need of battery power.
The video begins with a survey of youngsters in Mumbai who talk about their worst ‘zero battery’ nightmares – from a teenager grounded by his upset mother, a worried couple who fear their daughter has been kidnapped, to an untimely battery issue leading to a break-up. The variety of disappointments keep mounting up, as a young girl tells her boyfriend to “buy” her a new phone instead of complaining about her smartphone’s constantly low battery. The youngsters are then asked which smartphone brand and model they own and how long the battery lasts. The question throws up a volley of feedback ranging from poor battery life that doesn’t even last from “Bandra to Churchgate,” or can’t survive more than an hour of gaming. The youngsters are then given a ZenFone Max and asked to guess its battery life. The video captures their surprised reactions when it is revealed that it offers a 5000 mAh battery at an affordable price point of INR 10,000.
ASUS goes on to ask the youngsters to connect their current smartphone with the ZenFone Max. As their gadgets start charging up, a universal antidote for their low battery nightmares makes itself obvious – ‘Battery Low? Battery Lo...’ Therefore ASUS urges them to help a friend in need of power while also putting an end to their own low battery woes by owing a ZenFone Max, building a strong product association in the process.
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Marcel Campos, Marketing Director – Mobile Division, India said, “The video succeeds in highlighting the most common issue faced by a smartphone user today and also offers a solution to their woes. The execution of the video makes it realistic, hence, relatable, while adding a dash of humour to amplify the impact. The campaign successfully communicates our brand message of providing luxury and reliability at an affordable price.”
The ASUS ZenFone Max is the first smartphone with a 5000 mAh battery to hit the Indian market. Its battery enables it to deliver up to 38 days of standby time and 1.5 times longer talk time over a 3G network