In its last ad campaign MTS launched the ‘Internet Baby’ who uses the goods from the internet from the moment he is born. The internet service provider launched this campaign to target the group of ‘net gen’, a term aptly describing the data hungry youth. After the huge success of this concept conceived by Creativeland Asia, an agency which has shown true marvel in recent years, the Internet Baby is back. This time the baby is demanding wifi and would refuse to be born in a house without a wifi connection. The TVC elaborates the USP of the wifi dongle amidst a humorous argument between the baby and God. Even the funnier part is that God elaborates the USPs as a salesman should and persuades the baby to born in that labor room. The attitude of the Internet Baby is truly reflected with his swag statement at the end, “now you’re talking”, which adds the cherry on top.
The campaignindia.com reported the following from the brains behind this TVC:
Amitesh Rao, director – brand and media, MTS India, said, “We needed a campaign to reinforce our strongest differentiator – the fact that we have designed and optimized the MTS 3GPlus network specifically for data. At the same time we needed to be true to the MTS brand that talks to today’s 24×7, always-on, data hungry consumer for whom the internet is the biggest opportunity platform there is. The challenge of course was to do all of this in an engaging and entertaining manner, which is what the story of a new-born baby going online to announce himself to the world does perfectly.”
Sajan RaJ Kurup, founder and creative chairman, Creativeland Asia, added, “The script for the film began with the simple insight that today’s kids seem so comfortable with technology, devices and the internet even as babies. When I see them (including my own daughter) handle tablets, mobiles and laptops, I have always joked that they look like they were born with it. We just pushed that thought a little further. It took six months of painful labour. And the baby is finally out there.”
The TVC is completely in sync with the insights mentioned above which truly reflect upon the TG, ‘net gen’. The beauty of the concept is that it is funny (talking babies are always funny), elaborates the USP and has a unique concept which provides a strong brand recall. The background score towards the end adds on a bollywood touch to the whole TVC which I don’t know how only adds on to its charm. I guess we have a whole lot of Internet Babies to be conceived by MTS. Creativeland Asia has yet again resolved the brand personality of MTS as a smart, quirky and innovative brand.
adJunkee gives “MTS’ Internet Baby demanding wifi from God” TVC a 5 out of 5 diaper babies.
adJunkee 