MTS vibes with net gen with ‘Browse Browse DK Bose’

Telecom brand MTS has created a music video as part of its #ExploitTheWeb campaign, for its internet service brand MTS MBlaze Ultra. The video has been conceptualised by Creativeland Asia.

The music video is an adaptation of brand ambassador Imran Khan’s popular number ‘Bhaag Bhaag DK Bose’. The video opens with a super announcing that this is what happened to Khan when he was given an MTS MBlaze Ultra. It features him singing the lead as part of a hypercharged band, with a computer monitor on his head. The lyrics have been changed to ‘Browse Browse DK Bose’ to highlight MBlaze Ultra’s speed that allows users to not just browse the internet, but ‘exploit it’. The video featuring Khan is part of a campaign that will invite users to create their own versions of the song, informed an agency statement. “The ‘Internet Generation’, a race of young individuals that has multiple gadgets and needs to stay hooked onto their internet connections is the protagonist of the ‘Browse DK Bose’ song in this online music video,” it added.

Amitesh Rao, director – brand and media, MTS India, said, “We felt the best way to go about this was to create branded content which moves beyond broadcast. Content that uses the power of the internet as an interactive medium while telling a compelling story. 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.”

Sajan RaJ Kurup, founder and creative chairman, Creativeland Asia, added, “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.”