Conceived by McCann Erickson, the television commercials (TVCs) titled 'Bachelor's Pad', 'Pappu', 'Library' and 'Face', show various videos being watched by a group of friends. The scenes, shot through mobile handsets and uploaded via 3G internet service, capture various hilarious moments. The TVCs end with the message, 'Upload Anything' and promote Aircel's offer of access to unlimited 3G at Rs 8.
Prasoon Joshi, chairman and chief creative officer, McCann Worldgroup India and president, South Asia, explains, "The campaign is the extension of the service 'Pocket internet' which now allows consumers to have 3G access. The TVCs therefore highlight the kind of fun youth can have with internet and further popularise internet on mobile. Finally, the idea here is to say that the future is beyond voice."
While currently four television commercials are on air on various channels, the company plans to launch a few more soon.
Advertising professionals opine that while the commercials are entertaining to watch, the TVCs fail to deliver the main message to the core consumer.
For Bikram Bindra, senior account director, planning, BBDO India, the new Aircel campaign for its 3G plan is a mixed bag. "Definitely, the thought of capturing a particularly fun or candid moment and then sharing it with a larger group is interesting and would certainly resonate well with the youth. However, the role of the product is not very clear, and the role of the internet or 3G in recording the moment is rather tenuous. The specific aspect of internet speed, which the provider wants to highlight, gets totally missed," he remarks.
According to Bindra, in terms of execution, the 'Pappu' TVC seems forced and bordering on annoying. 'Face' and 'Library', on the other hand, are successful in capturing very 'real slice of life' moments and hence stand out in terms of memorability and recall.