MUMBAI: Micromax has teamed up with Hugh Jackman for Micromax Silver. The strategy was to elect Jackman to introduce the slimmest phone ever, in all its communication.

The television commercial, conceptualised by Lowe Lintas Delhi, has been shot like an action-packed thriller and introduces the slimness of the phone. Jackman plays the role of a tough character trying to escape a high security prison. And the only weapon he has is the Canvas Sliver 5.

The story demonstrates how he uses the slimness of the phone in the most innovative ways and manages to escape. Thereby showcasing the sleek design of the phone throughout the TVC.

Speaking on the campaign, Lowe Lintas national creative director Amer Jaleel said, “We wanted to give Micromax consumers a thrilling ride with a favourite star. The fact that Jackman gets himself out of a sticky situation using the slimness of the phone provided exactly that opportunity. We crafted the film to look like a movie. We designed the experience to be one where the slimness is an after-realisation. It's 'Oh, so that's what was happening with the phone' rather than 'Oh, look how he's using the slim phone'.”

Similarly, the print campaign places the stylised looks of Jackman against the sleek design of the phone, to create impactful visuals that will be spread across newspaper and magazine ads, hoardings and points of sale.

Through each medium, the campaign aims to showcase not just the slimness and the light-weight feature of the phone but also the fact that the Canvas Sliver 5 is packed with some good features.