Yahoo! India has launced a new campaign to promote its messenger service. The campaign aims to communicate the new features of the new Yahoo! messenger. Ogilvy India has worked on the multimedia campaign, which includes television, radio, digital, cinema and ambient media as part of the media plan. The TVC is also on-air in four languages - English, Hindi, Tamil and Telugu.
The brief to the agency was to position Yahoo! Messenger as a service, which helps people communicate with their friends and family wherever they are in a fun manner. Targeting the new users, it was also kept in mind that the new communication should not alienate the existing users and communicate that the new features are so compelling that the user is left totally engrossed.
On the campaign, Nitin Mathur, Senior Director Marketing, Yahoo! India, said, “After the successful ‘Its You!’ campaign last year, we are really excited to launch the new Yahoo! Messenger campaign. It aims to build awareness about the new Yahoo! Messenger’s features and also induce trials. Targeted towards the youth and new internet users, the campaign communicates the captivating new features of the Yahoo! Messenger."
The TVC begins with a boy sitting on a park bench and chatting on the Yahoo! Messenger. A beautiful girl tries to catch his attention but he remains oblivious to her. She looks around frantically for help, and requests a group of women practicing karate to distract him but the boy remains unaffected.
The girl then approaches a music band for help, who surround the park bench, where the boy is seated and starts ripping out a loud note. The boy breaks into a loud laugh, but to everyone’s surprise he is laughing at some funny video playing on his messenger. From here the film cuts into the product window which features Yahoo! Messenger and demonstrates the new offerings – games, chat, video and pictures sharing capabilities, Yahoo! Messenger on mobile.
Creative team: Ajay Gahlaut, Shailender Mahajan, Jossy Raphael, Radhika Singh & Abhishek Tiwari
Client servicing team: Vineet R. Kindra & Lagun Sehgal
Account Planning Team: Himanshu Rai & Anand Murti
Production house: Nirvana Films