Viral Now: Aircel's little extra joy

By Satrajit Sen , afaqs!, New Delhi | In Digital | November 04, 2013
As a continuation to its brand campaign 'Joy of Little Extra', Aircel has launched a digital video ad for its online audience.

Playing with famous cricketers has remained a long standing dream of gully cricketers through the years, whether it is Sachin Tendulkar and Anil Kumble or M S Dhoni and Virat Kohli. Addressing that sentiment, telecom service provider Aircel has come up with a digital video campaign that features Indian cricket captain Mahendra Singh Dhoni.

A continuation of its brand campaign 'Joy of Little Extra', Aircel has launched the ad for its online audience. The video was conceptualised and developed by McCann Worldgroup. 'Joy of Little Extra' captured a slice of people's daily lives and referred to the joy experienced when they get a little extra, unexpectedly.

As cricket is India's most favourite pastime, the film is about the Indian cricket team captain, M S Dhoni, surprising a group of boys by joining them in their game of cricket. It captures the children's spontaneous reactions and focuses on the thrill and the happiness brought on by an unexpected visit. The film has been promoted extensively on Aircel's Facebook page, YouTube channel and Twitter profile.

To make the whole initiative more fun and engaging, a special app called 'The Joy of a little Extra' has also been introduced on Facebook, where people can share special moments from their lives when they have been surprised on getting something a little 'extra.'

Aircel has also launched a Twitter contest wherein people can tweet interesting and simple ideas revolving around experiencing the 'joy of little extra' with the use of hashtag #AlittleExtra.

As per the company, the film has been released to further build a strong connect with Aircel's key target audience, the youth, through the online medium. Uploaded on October 16, the video received 4.8 million views till November 1.

Aircel has been launching digital campaigns for its various data plans and offers and also the company's CSR initiative, 'Save the Tiger' campaign. Besides, for this year's IPL, the company had launched a bloggers contest called Aircel All Access. Aircel also gave people a chance to be the official blogger for Chennai Super Kings, travel with the team, get up, close and personal and finally write about the experiences on a real time basis.

This year, the brand has also started engaging with bloggers through #AircelBlogUp with editions in Delhi and Chennai. Aircel is one of the top 10 popular brands on social media (as per with a following of 5,694,087 on Facebook and 35,302 on Twitter.

(Viral Now is a section about videos that are catching people's fancy on social media).

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