Ringo, an international calling app from Directi, has released its first TV ad. The film (conceptualized by Stew Redwine Productions of Los Angeles) targets Indians in the US, UK and Canada and is being aired during the ongoing Indian Premier League cricket tournament.
The film shows a girl in the US connecting with her grandmother in India via Ringo, with her boyfriend by her side. The grandmother asks the girl where she met him. He's from her school, she reveals, adding that he's smart.
When the older woman asks whether he's a gora (foreigner), the girl gets uncomfortable. To avoid the question, she makes noises and tells her grandmother that her voice is unclear. Undetered, the grandmother informs her that she's aware that she's making those noises with her mouth. The film ends with the girl shown cursing Ringo's "crystal clear connection," with a super and voice over introducing the service.
"While we have worked with various agencies in the past for the other business units of Directi, we wanted to explore multiple avenues and a fresh approach for Ringo," said Bhavin Turakhia, founder and CEO, Ringo. "That is why we reached out to a number of leading agencies in India as well as the US. After multiple rounds of pitching and evaluation, we decided to go with Stew Redwine Productions. Our marketing team worked closely with their creative team to come up with a couple of great ad concepts, which were finally shot by their production team in Hollywood."
Turakhia added that while a TV spot will soon roll out in India, the current campaign is intended to reach Indian customers via their overseas friends and families. The current ads "are targeting the Indian community stationed in US, UK and Canada, and when these people will be connecting back home with the amazingly clear and low-cost Ringo calls, we would be indirectly reaching out to our Indian consumers as well."
Ringo is leveraging the IPL with a promotion that provides users 60 minutes of free talk time to India on the first download.
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