Continuing with its ‘Joy of a little extra’ campaign, Aircel has come up with a TVC. The film starts with a bunch of people watching an IPL match featuring Chennai Super Kings (CSK) outside a TV showroom. As CSK captain MS Dhoni scores a two and the score crosses 165, a man breaks into a jig and follows it up by bursting crackers. The ad ends with the voice over, “Celebrate every run. Recharge for Rs 164 and get extra talk time for every run Chennai Super Kings scores over 164. It always feels good to get a little extra.”
On brief from the client, Sambit Mohanty, executive creative director, Mccann Worldgroup, said, “To take forward its 'Joy of a little extra' campaign, Aircel has come up with a new offering - recharge for Rs 164 and every time CSK scores above 164 you get extra talk time. The brief was to convey this as simply and charmingly as possible.”
He added, “Since every run above 164 gets free talk time, we latched on to a simple thought: ‘Every run is a celebration’, not necessarily the fours and sixes. That's why our man breaks into a mad jig the moment CSK's score goes beyond 164.”
Why 164? An Aircel spokesperson explained that typically, CSK’s average score is between 160 and 170. The number 160 was not available due to some regulatory issue; hence 164.
The campaign went on air in the first week of April. According to Mohanty, it has been one of the most successful promotions for Aircel, especially in Tamil Nadu, the home State of the CSK.
The campaign is on air in chosen markets, based on relevance of cricket and IPL following, according to spokespersons.
Chief creative officer: Prasoon Joshi
Executive creative director: Sambit Mohanty
Creative team: Radhika Kapoor, Aman Nischal, Suman Adhikary
Account management: Ranjeev Vij, Daksh Sood, Karan Khanna
Production house: Electric Dreams Film Co