Taking forward its ‘joy of a little extra’ proposition, Aircel has released a TVC featuring Chennai Super Kings captain and Aircel brand ambassador MS Dhoni. The campaign went on air on 20 May 2013.
The film begins with Dhoni signing autographs for fans during a practice session. When his turn comes, a junior fan enthusiastically removes a notebook from his pocket to get the cricketer’s autograph. After getting it, he looks at the notebook joyfully. An enthused Dhoni removes his cap and puts it on boy’s head, much to the latter’s joy and surprise. The TVC ends with the super ‘Get extra talk time up to Rs 100 on full talk time recharge of Rs. 69’.
On the brief, Sambit Mohanty, executive creative director, Mccann Worldgroup Delhi, said, “Aircel has come out with a new full talk time recharge voucher of Rs 69 that offers extra talk time of up to Rs.100. The brief was to communicate the same as charmingly as possible.”
He added, “The Aircel 'Extra' campaign insightfully illustrates the joy experienced when we unexpectedly get a little extra. The task was to evoke the same emotions even while using a celebrity - in this case, MS Dhoni - the brand ambassador for Aircel.”
Agency: McCann Erickson, Delhi
Client (Aircel): Renuka Jaypal, Ritesh Bhatnagar
Chief creative officer: Prasoon Joshi
Executive creative director: Sambit Mohanty
Copywriter: Sambit Mohanty
Business head: Ranjeev Vij
Account management: Daksh Sood, Karan Khanna, Arpita Deb
Director: Oni Sen
Producer: Suparna Chatterjee