Mumbai: In a groundbreaking collaboration, FCB India has conceptualized a campaign that cleverly blurs the lines between entertainment and advertising by using deleted scenes from the popular Prime Video series Call Me Bae as ads for Android. The innovative campaign, titled #DeletedScenes, features outtakes and rewritten scenes from the hit show, seamlessly integrating Android-exclusive features into the storyline.
The show follows Bae, a fashionista from an old-money family who is navigating a new life in the fast-paced city of Mumbai. Alongside her journey, she forms an unlikely bond with two Android users, Saira and Tammarrah, who help her hustle through the chaotic urban landscape. This dynamic inspired FCB India to reimagine key moments from the series, creating new scenes where the #BehenCode gang comes to Bae’s rescue, utilizing Android’s powerful features to help her navigate life’s challenges.
The campaign focuses on how Android empowers Gen Z in their daily lives. Whether hanging out with friends, watching YouTube videos, or chatting at a party, the #DeletedScenes films highlight how Android’s technology integrates seamlessly into vibrant, fast-paced 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
