he response to Motorola's "Guess the Motostar" contest recently was enthusiastic with more than two lakh participants guessing away. As it turned out, the company's first brand ambassador in India is Abhishek Bachchan. Now, the brand has into phase 2 - a vigorous ad campaign.

A series of TVCs highlight the phone instead of the star. They spell out that the SLVR (Motorola Sliver) is a bigger star than Abhishek. The brief given to the agency was simple: get better traction for Motorola's brands within the Indian context. "We needed somebody who truly reflected Motorola's brand - essentially stylish, youthful, smart, modern, iconic, surprising and daring to be different," says Abhijit Awasthi, creative director, O&M.; The slim SLVR - it is slimmer than the RAZR - is priced at three levels starting at Rs 5,000.... more