#DeletedScenes from Gen Z’s favourite Prime Video chart-topper, Call Me Bae, double up as ads for Android in a campaign conceptualized by FCB India
Mumbai, December 11, 2024: Is Call Me Bae an Android ad in disguise? Or is the Android campaign just extended outtakes from the series? Honestly, we don’t know the difference—and we’re loving it.
The show follows Bae, an old-money fashionista navigating a new life in Bombay. Along the way, she finds an unlikely support system in two Android users, Saira and Tammarrah, who help her hustle through the chaos of Bombay.
This unique dynamic inspired the campaign, where FCB India collaborated with the creators of Call Me Bae to rewrite iconic scenes and even create new ones. These scenes seamlessly blend into the show’s storyline, highlighting how the #BehenCode gang comes to Bae’s rescue using Android-exclusive features.
The campaign’s #DeletedScenes spotlight everyday moments where the #AndroidAdvantage empowers Gen Z to ace their lives without skipping a beat. Whether they’re hanging out with friends, scrolling through social media, watching YouTube videos, or chatting at a party, the films show how Android seamlessly integrates into their vibrant lifestyles.
Speaking about the campaign, Mayuresh Dubhashi, CCO, FCB India, shared, “This campaign could very easily have been just a celebrity endorsement for the coolest and best OS (Android) out there. Instead, it’s a campaign that feels like content—outtakes, deleted scenes, whatever you want to call.It doesn’t look like an ad, and that was our intent. Through this collaboration with Prime Video’s chart-busting ‘Call Me Bae’ and the rigor we brought to make it look authentic, we’ve told the story of the #AndroidAdvantage in a way that feels as real and engaging as the series itself.”
Credits:
Agency: FCB India
Brand: Google India
Group CEO, FCB Group India & South Asia: Dheeraj Sinha
Chief Executive Officer: Ashima Mehra
Chief Creative Officer: Mayuresh Dubhashi
National Creative Director: Udayan Chakravarty
Creative Team: Abhishek Deshwal, Hiya Mukherjee , Koushiki Banerjee, Dora K
Account Management: Tanisha Sharma, Preksha Shinde, Sahil Nagpal
Strategy Team: Pratyush Sharma
Studio Team: Harmeet Singh
Google Brand Team: Prithviraj Mazumdar, Pranav Varma, Pooja Baluja
Amazon Prime team: Tejas Ravindranath, Rahul Singh, Sonal Kabi
Production House: Jouska Films
Director: Shakun Batra
Producer: Vincent L. Gomes
Cinematography: Vikas Vasudevan
Production Design: Jyoti Tulsyan, Shravan Ravikant Patil
Music: Raghav Mehta
Link to the Ad: https://www.youtube.com/shorts/_fyBEvBD5_ https://www.youtube.com/shorts/-GNVk1DR5Hs?feature=share