Planet M has created has recently unveiled its first ever TV campaign. Conceptualised by TBWA India, the campaign aims to focus on its offer, 'Choose your own price', which claims to let consumers choose the price they want to pay for a new cell phone, alongwith other add ons.
Speaking about the campaign, Subir Ghosh, CEO, Planet M Retail said, "We are delighted with the company’s first ever full fledged TV Campaign – ‘Kitna?’ and were thinking of trying out TV commercials for quite some time.We are excited with the campaign’s tagline “Kitna?” for Planet M’s ‘Choose your own price’ offer. Itreinforces that the brand will strive to deliver consumers a “right to choose” not just a phone of their choice but also the price they would like to pay and the special features they would like to avail thus making the purchase process unique to Planet M”.
Speaking about the brief provided to the agency, Ghosh adds, "The brief was to create a film that establishes the telecom category’s connect with Planet M, using Planet M’s USP of ‘Choose your own price’, thus making the category association unique in addition to creating brand saliency and increasing footfalls for Planet M."
Watch the TVC here:
The TVC shows slice-of-life situations where a foreigner picks up an item on sale and asks 'kitna'?, whereas another person lets out a loud burp after a satisfying meal and asks the waiter 'kitna'? A third man asks the guy 'kitna' in a fearful voice, after he sees the seemingly expensive piece of jewelry that his wife is trying on. At the end, the TVC tells the viewer that now Planet M will ask its consumers 'Kitna', which translates to them having the freedom to choose the price they want to pay for a new phone, amongst other offers.
Explaining the idea behind the campaign, Ashit Desai, group creative director, TBWA India says, "The campaign is more of a promo to sell mobile phones at Planet M. In real life, all of us are used to asking the price (kitna) before we buy anything. Now, when someone wants to purchase a mobile phone at Planet M, Planet M will ask the customers how much (kitna). Thus allowing the consumers to choose the price range and add-ons they wish with their mobile phones."
Speaking about the decision to create a TV campaign, Ghosh says, "Since ‘Mobile' is a mass market category, television is the obvious choice as the cost per exposure is the lowest, plus it has advantages of being a multi sensory medium compared to print."
"Going forward, the cell phone would be the most preferred choice for listening to music and to some extent, watching movies. Planet M is of the opinion that it needs a very significant connect with this category to move strategically into the digital music space. A host of initiatives will be launched in the near future that would make Planet M the most preferred retail destination for consumption of digital music," he adds.
The media mix includes TV, print and outdoor. The creative team that has worked on this campaign includes Rahul Sengupta, Desai, Siddharth Deo and Kashyap Joshi. The film has been directed by Roshan Shetty of Bang Bang Films.