MxMIndia

Tag: Amitesh Rao

  • Creativeland has conceptualized the latest integrated campaign for MTS Homespot Instant WiFi

    MTS’ Internet Baby returns to popularize wi-fi offering

    By A Correspondent

     

    MTS India is back with the Internet baby ad campaign to announce its new offering. Last year, the MTS Internet baby campaign drew around 30 million eyeballs on YouTube alone and one reason for this was the truth it told – for kids and digital natives internet connectivity is more than a want, it is a need.

     

    Amitesh Rao, Director Brand & Media, MTS India, says, “After the success of ‘Born for the Internet’ campaign launched last year and looking at overall response we knew that consumers strongly connect with the MTS Internet baby. So we wanted to continue building on this brand proposition and expand the market place.” He added, “As the name suggests, the Homespot Instant wi-fi provides plug and play access to multiple internet users simultaneously. This launch marks a strategic shift in focus for MTS from being primarily a dongle driven data company to a wi-fi solutions provider.”

     

    Speaking about the campaign thought, Sajan RaJ Kurup, Founder and Creative Chairman, Creativeland Asia, said, “In this campaign, the MTS internet baby personifies the ever demanding internet generation that see wi-fi as a basic necessity just like food and shelter. Creatively we planned it like a prequel to our last year’s most talked about MTS Baby TVC and set it from a time before he was born.”

     

    The commercial opens with a mother, doctor and nurse in a birthing room, all waiting for labour pains to begin, when suddenly, the baby bump vanishes. Everyone in the room is amazed. Next a pram rolls amidst heaven and stops in front of an occupied God. The baby starts to reason with God about the cruelty of sending him into a home that is not setup for wi-fi. The baby argues ‘God is toying with his future.’ He exclaims ‘No wi-fi! No go!’

     

    There is a sudden satirical change where God appears as a salesman for MTS Homespot Instant WiFi. He enlists the many benefits of the product. This is when the baby feels convinced to be born. The commercial ends with the baby asking his parents for the wi-fi password.

     

    The integrated campaign was launched during the World Cup Cricket 2015 on the day of India v/s Pakistan game via a television commercial and is supported via print, radio and digital. The commercial is produced by Earlyman Films.

     

  • Havas Media Group India has retained MTS India’s integrated media business following a multi-agency pitch

    Havas retains MTS India account

    By A Correspondent

     

    Havas Media Group India has yet again retained MTS India’s integrated media business following a multi-agency pitch which included all the top agencies.

     

    Speaking on the retention, Leonid Musatov, Chief Marketing and Sales Officer, MTS India, said “Havas has been our partner since we launched in this country. Their thought leadership, Digital-at-the-core approach and category understanding was impressive. Considering all such attributes, we have decided to retain Havas as our partner agency.”

     

    “Given MTS India’s data centric play within the telecom industry we wanted to extend our digital focus. After considering various options, we have decided to retain Havas Media as our agency. We look forward to working with the Havas team with renewed vigor”, said Amitesh Rao, Director Brand & Media, MTS India.

     

    Commenting on the win, Anita Nayyar, CEO, Havas Media Group India and South Asia, said “It is a matter pride that MTS has once again chosen Havas Media. The pitch has further entrenched our relationship with MTS. It has been a great association till now and we will ensure we provide more meaningful connections for the brand in the coming year.”

     

    “MTS is a dynamic brand which thrives on innovation. We are very confident that we will keep up the great work that we have been doing over the years for the brand. We are delighted to be extending our partnership with them” commented Mohit Joshi, Managing Director, Havas Media India

     

    Havas Media recently won the integrated media mandate of Yepme.com and the digital duties of XOLO mobile and Business World.

     

  • MTS builds on the data speed factor with 3G PLUS and gets a baby to render the message

    MTS: Making 3G access a child’s play

    By a correspondent

     

    Internet and broadband solutions company MTS has launched a quirky campaign that delves on the benefits of its latest offering – MTS 3GPLUSâ„¢ Network.

     

    Conceptualised by Creativeland Asia, the campaign features a new born baby who is familiar with technology and is seen exploiting the internet straight from birth. The TVC opens in a labour room, where a woman is being coaxed by the doctor to ‘push’, as the father and the nurses watch anxiously. Suddenly, the baby’s hand pops out from under the cover and gestures everybody to stop.

     

    The baby crawls from under the sheet and sits on the mother’s chest. From here on the baby does a series of activities that leaves people in the room shocked. He searches for ‘how to cut the umbilical cord’ and then cuts it, takes a selfie with the nurse on a mobile phone and posts it to Instagram, creates accounts on multiple social networking sites and broadcasts himself, makes a video and even uses the GPS system to navigate out of the hospital.

     

    Amitesh Rao, Director – Brand & Media, MTS India, said, “We needed a campaign to reinforce our strongest differentiator – the fact that we have designed and optimized the MTS 3GPlus network specifically for data. At the same time we needed to be true to the MTS brand that talks to today’s 24×7, always-on, data hungry consumer for whom the internet is the biggest opportunity platform there is. The challenge of course was to do all of this in an engaging and entertaining manner, which is what the story of a new-born baby going online to announce himself to the world does perfectly.”

     

    Sajan Raj Kurup

    Speaking about the TVC, Sajan RaJ Kurup, Founder and Creative Chairman, Creativeland Asia, said, “The script for the film began with the simple insight that today’s kids seem so comfortable with technology, devices and the internet even as babies. When I see them (including my own daughter) handle tablets, mobiles and laptops, I have always joked that they look like they were born with it. We just pushed that thought a little further. It took six months of painful labor. And the baby is finally out there. ”

     

    The TVC has been produced by Smuggler films and directed by Guy Shelmerdine.