MUMBAI: The apparel brand Blackberrys has launched a new TV commercial that aims to bring to life the "Go Sharp" philosophy of the refurbished brand.

The TVC is created by McCann Worldgroup TAG Ideation. It reiterates Blackberrys‘ position as a fashion brand.
 
"Set in a surreal world, our protagonist is seen playfully dodging the paparazzi as soon as he adorns his Blackberrys. The geometric figures and the device of them getting slashed, even through an accidental touch by him, reiterate how everything is ‘cut to size‘ before our protagonist," Blackberrys spokesperson said.

The TVC also establishes a "near perfect consistency" with the still campaign. The international fashion looks and the Indian twist perfectly blends in to reflect the brand as well as audience.

The company has also made a 3- minute Blackberrys music track.
 
The company has identified that its TG is as much in metros, tier 1 as they are in tier 2 cities. "We also recognize the growing potential of the tier 2 market segment. Therefore, our choice of genres and channels have been basis this understanding of our audiences," the company said.

It is using various genres for TV promotions including movies, general entertainment, English and Hindi news, Hindi entertainment etc.

"We will be present on the leading channels in each of these genres, some of which are NDTV India, AXN, Zee Business, NDTV Good Times, Max, Zoom, Discovery Network, CNBC TV 18, Awaaz, CNN IBN, IBN7, Star Movies, Zee Studio, Zee Café, NDTV 24 X 7, Times Now, and Star News," the spokesperson said.