The commercial is currently on air across channels and it is an extension to the ‘Milaye Sapnon Se’ brand idea of Spice. It retells the real life story of Nawazuddin Siddiqui and serves as an inspiration to the youth in the country showing how he evoked his journey from a small town dreamer to a big city success. This is possible as it conceptualizes how users living in small towns can connect to their aspirations with the smartphone. The film shows Nawazuddin’s struggle in life and reconstructs the actor’s journey that he used to carry out to watch his favorite film on big screen. It was shot in the town where Nawazuddin spent his time growing up and dreaming to become on par with his aspirants. It also illustrates how Spice smartphones have enabled him to attain his dream with the Stellar 506 smartphone and shows that its big screen entertainment can be achieved with the large screen that can be used to watch videos and movies at the user’s convenience. Speaking about the idea behind the campaign, Mr. Dilip Modi, Chairman, Spice Retail Ltd said “We at Spice believe that lack of facilities should not be a hindrance for people in small towns from dreaming big. What Spice endeavours to achieve through its products is to provide its consumers, especially in small towns, a platform to explore and access a world of new possibilities. This ad film is a manifestation of Spice’s “Milaye Sapnon Se” brand idea that seeks to empower small town dreamers with its smartphones, in a category characterized by largely undifferentiated feature-based communications. Apart from the TVC, Spice will also use a digital film to showcase how smartphone technology is changing lives of the youth of India today.” Nawazuddin says “The film resonates with my own life journey and my belief that the size of one’s dreams isn’t defined by the size of one’s town. Shooting the film was a nostalgic trip down memory lane. When I was growing up I’d trek miles, in the same manner as shown in the film, and finally reach the city exhausted. But as soon as I saw the cinema theater all my exhaustion would just vanish and everything would be worth it.”
