MTS India has rolled out its latest campaign that is a follow up to the ‘MTS Internet Baby’ film that was rolled out last year. The new campaign was launched during the India-Pakistan game via a television commercial. The film has been conceptualised by Creativeland Asia.
The film begins in the delivery room of a hospital as a mother and the doctor wait for the arrival of the baby. As the film cuts to a wide shot, the mother stomach is suddenly deflated to the shock of all those present and the film cuts to heaven where the baby tells God that he does not want to be born in this home due to the fact that his parents are ancient and don’t have internet at home.
When God tries to reason with the child, he is quick to retort with underhanded comebacks. At this point, God switches to a salesman as he holds an MTS rocket internet stick in his hand. He goes on to demonstrate the benefits of the MTS stick and sells the benefits to the baby.
Convinced, the baby returns to his mothers belly ready to be delivered. The film ends with baby asking parents for the WiFi password.
Amitesh Rao, director brand and media, MTS India, said, “After the phenomenal success of ‘Born for the Internet’ campaign launched last year and looking at overall response we knew that consumers strongly connect with the MTS Internet Baby. So we wanted to continue building on this brand proposition and expand the market place. As the name suggests, the Homespot Instant WiFi provides plug and play access to multiple internet users simultaneously. This launch marks a strategic shift in focus for MTS from being primarily a dongle driven data company to a WiFi solutions provider."
Sajan RaJ Kurup, founder and creative chairman, Creativeland Asia added, “In this campaign, The MTS internet baby personifies the ever demanding internet generation that see WiFi as a basic necessity just like food and shelter. Creatively we planned it like a prequel to our last year’s most talked about MTS Baby TVC and set it from a time before he was born."
A teaser campaign was launched on 12 February through Twitter. The campaign will be supported by print, radio and digital.
Client: MTS India
Creative agency: Creativeland Asia
Production house: Earlyman Films