Videocon Mobile Phones has launched its new advertising campaign promoting the concept of zero paisa per second tariff plan. The campaign is ideated by ad agency MWG TAG Ideation under the aegis of Prasoon Joshi. The proposition for consumers has been depicted through teaser campaigns on the death of one paisa tariff plans, followed by the birth of Zero character representing the introduction of zero paisa per second.
The campaign, which is divided into two parts, starts with the funeral ceremony organized for 1p/sec. By almost creating an illusion of human form, a series of 3-teaser commercials showcase a funeral procession of 1p/sec where all its friends and family are sombrely remembering him, while proceeding toward the burial location in a cemetery. At the end of each of these commercials, the Videocon brand also anonymously offers its condolences to 1p/sec.
These teaser commercials are then followed by a grand launch commercial which opens at the same cemetery where, Chouw - Mouw, the Videocon mother brand mascots, observe the sad moment from a distance. Being kind hearted as they are, they discreetly introduce a unique human-like character called ‘ZERO’ to the grieving friends and family of 1p/sec. As ‘Zero’ enters their lives, it transforms itself into a lively character that mesmerizes everyone around and suddenly each one of them gets absorbed in the sudden gust of festivities and cheer – leaving behind their sadness. In the end, the ‘Zero’ character introduces the service offering - ‘Zero paise per second’.
Watch the teasers and TVC (story continues below)
“The campaign idea emerged from this very unique proposition wherein the whole idea of a tariff plan became absolutely irrelevant and inconsequential for the consumer. And hence, the agency conceived the concept of ‘Death of tariff plans’ as the central thought for positioning this revolutionary idea. With a radical campaign thought like this, our creative team took the idea forward by making the thought come alive, explained Himanshu Saxena, vice-president and general manager, MWG TAG Ideation.
Sunil Tandon, chief marketing officer, Videocon Mobile Services added, “Their characterization of this new concept as a cute, lovable character called “zero” is innovative. The ad campaign conceived to further this concept is very powerful and successfully puts across the entire idea extremely effectively to the audience. The visualization of Chouw Mouw, the mother brand Videocon’s chief protagonists as the source of another revolution is very apt and gels well with the Videocon Group’s overall philosophy of being at the source of innovative ideas and making them accessible to the Indian mass. I am sure the audience would love this campaign.”
Creative agency: MWG Tag
Client: Videocon Mobile
Director: Ravi Udyawar
Executive business director: Himanshu Saxena
Exe. producer: Kalpana Udyawar
Production house: Ravi Udyawar Films
Creative directors: Amit Nandwani & Daniel Upputuru
Agency producer: Jeet Kalra
Music director: Rupart
VFX/Animation house: VCL - Tata Elxsi Ltd.
Post production house: Pixion
Offline editor: Anand Subaya
Online editor: Amit Chitnis