Raahil Chopra
Oct 22, 2010

Ritiesh Deshmukh dons five avatars for Videocon Mobile Services

MWG Tag Ideation has created the campaign

Ritiesh Deshmukh dons five avatars for Videocon Mobile Services

MWG Tag Ideation has created a new advertising campaign for Videocon Mobile Services which consist of Ritiesh Deshmukh. The campaign consists of five TVCs which sees Deshmukh in five different avatars. Anurag Kashyap has directed these films.
The TVCs are created for the unlimited tariff plans offered by Videocon Mobile Services and are titled “snoring”, “suhagaraat”, “bhoot”, “hospital” and “train”. All these ads have a common theme - the phone being disconnect because of a lack of balance. This is when the tagline, “Signal Mein Break, Plan Leke Dekh” talking about the plan offered from Videocon Mobile Services.
Commenting on the campaign, Sunil Tandon, chief marketing officer, Videocon Mobile Services said, “Customers who operate in the pre-paid segment are faced with the problem of being disconnected as they often fail to keep a tab on their reducing balance. The campaign thus emphasizes that a customer does not need to watch the meter ticking when they opt for ‘Unlimited Plan’ highlighting the tariff strategy of going ‘Unlimited’ and unrestricted with Videocon Mobile Services.”
Himanshu Saxena, vice president and general manager, MWG TAG Ideation, added, “The creative challenge was in conveying a simple product in an engaging manner within the ambit of a youth centric brand. We also wanted to break the clutter amongst the otherwise packed mobile services advertising and create a distinctive identity for Videocon Mobile Services.
Commenting on the choice of using Ritiesh Deshmukh, Videocon Mobile Services’ , Himanshu Saxena, said “In order to make the ad memorable, it was imperative that the correct protagonist be identified. It was important that he be recognized, yet not over-exposed as some advertising faces tend to be. We looked for someone who had a great sense of comic timing while being a great actor and we zeroed in on Ritiesh Deshmukh who is not only a fantastic performer in front of the camera but also has an innate ability to carry of a comic sequence on his young shoulders alone. Moreover, Ritiesh has a great connect with the youth befitting the brand image of being youthful.”
The campaign will spread across mediums that include, television, print and outdoor.


Creative Agency: MWG Tag Ideation

Creative Head: Prasoon Joshi

Production House: Red Ice Productions

Director: Anurag Kashyap

Media Buying Agency: Equinox (a division of Zenith Optimedia)

Campaign India

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