UC Browser has rolled out a campaign for its UC News feature, conceptualised by Cheil India.
The film is set in a cafe. A group of four young friends are enjoying the goodies, when one of them looks into his phone and excitedly reveals that Ram and Leela have got engaged. His friends aren't as excited though. One of them points out at the ‘news’ is two hours old. Three cave men then appear behind the man who shared the ‘news’. They ask him to come with them to ‘BC’, which his friend explains stands for 'Before Christ'. He gets whisked away. The film pitches the browser saying, ‘Get all that’s trending on UC News, available on UC Browser. Stay smart, stay in trend.’
Constantin Wu, head of marketing, UCWeb India, said, “At UCWeb we take great pride in our products. Our vision is to help bring the benefits of mobile internet to people across the world and with that vision we have created products like UC News. Our brief to the agency therefore was very simple and clear. We wanted the communication to speak to the millennials in a language that they understand and help them connect with UC News. The key insight that this campaign works on is that todays’ generation aspires to stay ahead of their peer group. ‘UC News’ helps to give them the edge of being in the know of the ‘latest’, which establishes them as a clued-in individual.”
Sagar Mahabaleshwarkar, chief creative officer, Cheil India and Kundan Joshee, SVP, Cheil Worldwide, noted that since the brand’s USP is to bring forth relevant and fastest news, the challenge was to bring this USP to the fore in the fast evolving mobile browser category.
Vijay Simha, group creative director, Cheil India, added, “The very fact that an idea presented at a new business pitch has come to life is testimony to its power. In a world where the need to be up-to-date is paramount, not knowing soon enough is tantamount to belonging to a bygone era. We just exaggerated this truth with a whacky story, and expressed it in irreverent youth-speak. UC nahi toh BC!”
The film went live on digital media on 26 July, and started airing from 30 July.
Client: UC Browser
Creative agency: Cheil Worldwide SW Asia
Creative team: Sagar Mahabaleshwarkar, Mithun Purkayastha, Vijay Simha Vellanki
Account management: Aarti Malhotra, Sangeet Bhatia, Ankita Sharma
Account planning: Ayan Banik, Tanvi Arora
Director (of the TVC): Rajesh Saathi
Exécutive producer: Harish Nambiar, Simran Bedi
Production house: Keroscene Films