LAVA has launched a new campaign for its Virat Curve 5G, casting Rohit Saraf and Pratibha Ranta in a film that trades the usual spec sheet for a love story. It begins with a chance encounter between the two, which grows into an imagined relationship spanning romance, adventure, conflict and connection.

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Set to the Bollywood track ‘Yaar Bina Chain Kahan Re’, the film borrows the format of a music video, weaving the smartphone into the storyline. Built around LAVA’s ‘Go With The Curve’ proposition, the Virat Curve 5G appears as part of the characters’ journey rather than through a conventional product demonstration.

Raghav Bagai, co-founder of SW Network, said that with people consuming more content than ever, brands must create something audiences actually want to watch. He noted that smartphone advertising has largely been feature-led, and the aim here was to make the product part of the story rather than the story being about the product. Puravansh Maitreya, Head Marketing at LAVA Mobiles, added that the idea was to move beyond feature-first communication and tell a story that feels entertaining and distinctive, while bringing the product in naturally.

The casting draws on existing audience interest in the pairing. Shubham Chawla, Business Head at Youthbeat, said the duo is already creating buzz and the idea was to tap that chemistry in a completely different world. Saraf said it doesn’t feel like a typical phone commercial at all, while Ranta praised its playfulness, calling it a little film rather than an ad.