Aircel spins a Dhoni and young fan story to deliver ‘joy of a little extra’

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.”

 

Credits:

Agency: McCann Erickson, Delhi

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