Following the account win in July 2011, McCann Erickson has created their first TVC for Aircel.
The TVC featuring brand ambassador Mahendra Singh Dhoni introduces Aircel's new thought 'Let's keep believing'. It begins with a shot of a child depressed following team India's loss. The child then plugs his Aircel internet USB in his laptop and calls Dhoni for a video chat in order to look for answers for the team's performance. Dhoni tells him that the depression the boy is going through is shared by himself too and adds that he must keep believing in himself and the team.
Commenting on the TVC, Prasoon Joshi, executive chairman and chief executive officer, McCann Worldgroup India and president – South Asia, says, “The brand thought for Aircel is belief and this piece of communication talks about self-belief and we have used our Brand Ambassador Dhoni at a juncture where belief is most important for the future. I am sure the thought would resonate with the target audience as well.”
Anupam Vasudev, head, marketing, Aircel, added, “So far the brand focused on the functional aspect to create differentiation. This campaign builds on that while taking it to a higher emotional plane, for a deeper consumer-connect. Aircel will endeavor to provide its customers transformational technology solutions, which will bring magic to their lives and help them keep their beliefs alive.”
Agency: McCann Erickson