Some things keep coming back, and at times in a new avatar altogether. Tapping the potential of Bollywood songs that kept coming back with remixes, brands started recycling Bollywood hits combined with their brand messages to spread engagement, like Phillips Lighting that re-made the Bollywood hit Saara Zamana to promote its range of LED lights.
A re-scripted version of Imran Khan's popular number 'Bhaag Bhaag DK Bose' that came out about three years ago, the video brings alive the fact that MBlaze Ultra on MTS' 3GPlus telecom network enables users to not just browse the internet, but exploit it.
The objective of this campaign, says MTS, is to drive higher consumer engagement for MTS MBlaze Ultra. The digital campaign will be further extended to invite target users to interact with the brand by coming up with their own versions of Browse Browse DK Bose.
Speaking to afaqs! about the idea, Amitesh Rao, director, brand and media, MTS India, says that the company wanted to develop a kind of content that would be attractive to the 'Internet Generation', a race of young individuals that has multiple gadgets and needs to stay hooked onto their internet connections.
"Besides, conversational advertising is increasingly moving to internet and at times it becomes difficult for brands to tell product specific stories on traditional media. This video aptly addresses the needs of the youth as far as an internet connection goes, and through this, we are also being able to spread our product information," he adds.
Created by Creativeland Asia, the music video, which features brand ambassador and actor Imran Khan, shows a TV set that projects an image of Khan, who is able to be present alongside his band members jamming to the new tune of 'Browse Browse DK Bose' because of the high speed connectivity that MTS MBlaze Ultra offers.
"With Imran Khan, a youth icon, on our side, we thought, why not take one of his greatest hit movie songs and turn it into a song crafted for the Internet Generation. And thus the concept of 'Browse Browse DK Bose' was born," states Rao.
Commenting on the video, Sajan Raj Kurup, founder and creative chairman, Creativeland Asia, says, "Browse Browse DK Bose is about getting the young digital natives to remember and enjoy some tedious product tech specs of MBlaze Ultra in a fun and effortless way. That's all."
The video is being promoted on social media through organic posts, but is not being advertised to gain users. MTS believes that the content of the video is strong enough to get users to listen and view it a number of times.
In July 2013, MTS had launched its first big television campaign for its data product MBlaze that featured Imran Khan. Recently, MTS, in association with Micromax, had launched a co-branded phone and also released a multi-media campaign to woo today's digital natives.
The product promoted is the Canvas Blaze, a dual SIM CDMA plus GSM smartphone designed exclusively for MTS by mobile handset manufacturer Micromax. The device is preloaded with MTS Blaze internet, and data and voice benefits for six months. The campaign was targeted at young smartphone users -- or the 'Internet Generation' as the brand calls them -- comprising youngsters who see technology, speed and connectivity as sources of power.
In 2012, MTS India was in the news for roping in digital celebrities - the 16-year old YouTube sensation, Shraddha Sharma and the most popular anonymous cricket blogger 'Fake IPL Player' for its broadband services brand 'MBlaze'.
MTS entered the Indian market in March 2009, and is headquartered at Gurgaon. The holding company, Sistema Shyam TeleServices, is a collaboration between Sistema Joint Stock Financial Corporation of Russia and Shyam Group of India.