Judy Franko
Feb 20, 2013

Aircel uses over-the-top scenes from movies to pull in value-conscious customers

Watch the ad campaign created by McCann Worldgroup

Aircel recently launched a new television campaign featuring three TVCs for the Southern markets. The campaign stars Tamil actor Suriya and talks about Aircel's 'Full Talktime Offer', 'STD Offer' and 'Pocket Internet Offer'.



The films show how unbelievable things that happen in movies, occur in real life too. To illustrate this point, over-the-top scenes from movies, primarily where romance, action and drama are involved are shown in the three TVCs.

Commenting on the campaign, Sambit Mohanty, executive creative director, McCann Worldgroup said, "The campaign was an acquisition drive, aimed at pulling in more value-conscious subscribers. The brief was to convey the fact that Aircel has fantastic value-based offerings and to tell this story with the help of Suriya – Aircel's brand ambassador’’.

Mohanty added "When it comes to Aircel, we believe that every piece of work is thematic in nature. We believe in brand work that stems from a human insight, whether it is product-related or not."

Anupam Vasudev, chief marketing officer, Aircel said, "What Aircel offers to its customers is a huge value proposition. And, this is something we have not talked about until now. These three television ads are aimed at conveying just that."


Client: Aircel
Agency: McCann

Creative Director: Vivek Singh.

ECD/Copy: Sambit Mohanty
CCO: Prasoon Joshi
Account management: Ranjeev Vij, Bibhuti Vikram Singh

Campaign India