Aircel has rolled out a new film to promote its 'All Nighter Pack'. The film has been conceptualised by DDB Mudra.
Early one morning, a lady who has just woken up enters her kitchen to find the jar of coffee open and empty. The cups are missing too. Wondering what has happened, she treads into her son's room. The boy is asleep with his phone, abuzz with notifications, beside him. She finds all the mugs and other food items in his room. The film cuts to a few hours ago. It is revealed that the boy was on his phone all night, and hence the missing coffee. A voice over introduces the 'All Nighter Pack' saying that the night could prove to be too short for users on the pack as it offers 'unlimited' data, calling and videos between midnight and 6 am.