Aircel has released a new campaign that celebrates the happiness of receiving a ‘little extra’ unexpectedly. The TVCs, created by McCann Worldgroup India, went on air on 1 February.
One of the films is set in an examination hall. It opens with the bell ringing indicating the time to finish writing. The teacher announces ‘Pens down’, but notices that most students have a worried look. She grants them five minutes extra time resulting in surprised smiles around the classroom. The film ends announcing Aircel’s offer of talk time when users buy its internet service.
The second film features a group of men playing street cricket. The batting team is at 65, chasing a target of 70 runs. The batsman is shown was expecting to get only one run for a shot, but the fielder overthrows, giving an opportunity to get an extra run. Overjoyed, the batsman and his partner break into a celebratory jig. A voiceover and super announce Aircel’s ‘extra’ offer: talk time of Rs 150 on a recharge of Rs 135.
Both the films end with the message: ‘Thoda extra milta hai toh, accha lagta hai na’.
One more film is expected to go on air soon, as part of the same campaign.
On the thought behind the campaign, Anupam Vasudev, chief marketing officer, Aircel, said, “This campaign is all about giving a little bit extra to our customers. The basic insight is that everyone loves getting something little extra – not just at work – but also with smaller regular day things that gives them happiness. As we are offering a little ‘extra’ to our customers, we briefed the agency to work on this insight and the films have captured it beautifully.”
Prasoon Joshi, executive chairman, CEO and CCO, McCann Worldgroup India, said, “This is a very human and insightful campaign and we are hopeful that these slices of life will connect with consumer instantly and deliver the messages in a very memorable way.”
Agency: McCann Worldgroup India
Director: Vivek Kakkad
Production House: Curious Films