Campaign India Team
Jan 06, 2014

MTS, Canvas Blaze ping youth, for whom ‘all the worldwide web’ is a stage

Watch the ad film conceptualised by Creativeland Asia here

Telecom services brand MTS has launched a campaign for Micromax Canvas Blaze, a dual SIM smart phone preloaded with its data and voice plan. The campaign straddling TV, print and digital has been conceptualised by Creativeland Asia.
 
The film opens with the voice over saying “It’s all about me”, as a young man gets a large (second) tattoo done on his chest. Accompanied by corresponding visuals and an intense background score, the voice over explains the many friends of the ‘always on’ generation that makes ‘Google’ a verb. The narrator captures the restlessness of the young who constantly make status updates, besides blocking and unblocking ‘friends’. He moves to the brand, introducing the MTS as the network that the youth featured are connected to, at break-neck speeds. The film ends with the voice over saying, ‘For all the worldwide web’s a stage – and this is my show.”
 
Sajan Raj Kurup, founder and creative chairman, Creativeland Asia, said, “The film is an eclectic character-sketch of an emerging behaviour code we call the ‘Internet Generation’. The film is a first step towards establishing MTS as the network designed for a whole generation that uses a phone as everything but a just phone.”
 
Leonid Musatov, chief marketing and sales officer, MTS India, added that the launch of Canvas Blaze is being supported by this integrated communication campaign, straddling TV, print and social and other BTL activities.
 
Credits
Client: MTS India
Creative Agency: Creativeland Asia
Director of Film: Bharat Sikka
Source:
Campaign India

Related Articles

Just Published

13 hours ago

Can Bluesky disrupt social media marketing in India?

With its user-base growing rapidly, will this decentralised platform shake the dominance of giants like X, while redefining the audience engagement rules for brand advertisers?

13 hours ago

What Chrome’s potential spin-off means for browsers ...

As the Department of Justice pushes for Google to divest Chrome, the ripple effects could redefine browser competition, shake up web standards, and disrupt the advertising ecosystem as we know it.

13 hours ago

When creativity misses the mark: What brands can ...

While creativity is currency in advertising, Branding Area’s marketing director states that even the richest ideas can bankrupt a brand’s message when mishandled, while nodding at Jaquar’s latest campaign.

14 hours ago

It's time we stopped treating Gen AI like our dirty ...

All this heated discourse about AI in creativity misses a simple truth: This revolution isn't waiting for universal approval. It's already here—time to trade the resistance for renaissance.