Telecom services brand MTS has launched a campaign for Micromax Canvas Blaze, a dual SIM smart phone preloaded with its data and voice plan. The campaign straddling TV, print and digital has been conceptualised by Creativeland Asia.
The film opens with the voice over saying “It’s all about me”, as a young man gets a large (second) tattoo done on his chest. Accompanied by corresponding visuals and an intense background score, the voice over explains the many friends of the ‘always on’ generation that makes ‘Google’ a verb. The narrator captures the restlessness of the young who constantly make status updates, besides blocking and unblocking ‘friends’. He moves to the brand, introducing the MTS as the network that the youth featured are connected to, at break-neck speeds. The film ends with the voice over saying, ‘For all the worldwide web’s a stage – and this is my show.”
Sajan Raj Kurup, founder and creative chairman, Creativeland Asia, said, “The film is an eclectic character-sketch of an emerging behaviour code we call the ‘Internet Generation’. The film is a first step towards establishing MTS as the network designed for a whole generation that uses a phone as everything but a just phone.”
Leonid Musatov, chief marketing and sales officer, MTS India, added that the launch of Canvas Blaze is being supported by this integrated communication campaign, straddling TV, print and social and other BTL activities.
Client: MTS India
Creative Agency: Creativeland Asia
Director of Film: Bharat Sikka