UCWeb launches TVC Campaign for UC Browser and UC News
UCWeb, an Alibaba Mobile Business Group company and makers of UC Browser; India’s largest Mobile browser today released their commercial in India for UC Browser and UC News. UCWeb had launched UC News last month in Delhi and the television commercial is part of an integrated campaign launched to promote UC News in India.
Created on the insight of “Survival of Latest”, the campaign seeks to position UC News as the right product for the people who want to stay updated with relevant and trending information. The integrated campaign was started on July 26, 2016 with the introduction and teaser of the TVC on social media platforms and made its TV debut on July 30, 2016.
Explaining the rationale behind the campaign, Constantin Wu, Head of Marketing, UCWeb India said, “At UCWeb we take great pride in our products. Our vision is to help bring the benefits of mobile internet to people across the world and with that vision we have created products like UC News. Our brief to the agency therefore was very simple and clear. We wanted the communication to speak to the millennials in a language that they understand and help them connect with UC News. The key insight that this campaign works on is that todays’ generation aspires to stay ahead of their peer group. ‘ UC News’ helps to give them the edge of being in the know of the ‘latest’, which establishes them as a clued-in individual.”
The campaign has been created by Cheil India and the team of Sagar Mahabaleshwarkar, Chief Creative Officer, Cheil India and Kundan Joshee, Sr. Vice President Cheil Worldwide said, “The Mobile browser as a category is evolving at a rapid pace and the task at hand for us was to bring consumer advantage to the fore, while at the same time establish the brands USP of being the fastest and relevant. We picked up the most germane theme and played our story around it. There is a lot to do and we look forward to creating more memorable campaigns with the brand.”
Film opens to a group of youngsters around a table in a restaurant.
One of them excitedly shares a piece of news, which he reads on his smartphone that two celebrities got engaged secretly. To his disappointment, his friends don’t seem to be excited at all. On the contrary, they make faces and one of them points out that the news is at least 2 hours old.
Just then, the young man who shared the dated news is startled by the sudden appearance of 3 cave men. They thunder at him “let’s go.” Shocked, he asks them, “where to?” to which they respond in unison, “to BC!”
He turns to his friends to help him understand what’s happening. His smart friend, the protagonist, clarifies that they’re taking him to “Before Christ.”
The cave men disappear with the young man. Only his hat remains. All his friends look at it with pity, and the protagonist tells us, “If you don’t want to go to BC, download UC.”
He points at UC News app on his smartphone and tells us how it is best way to get the latest news.
The film comes back to the young man held hostage by the cave men in a pre-historic cave. He extols,“If you don’t have UC….” The cave men finish it off with an emphatic, “BC!”
TVC, POS, Digital
Client: UC Browser
Creative Agency: Cheil Worldwide SW Asia
Creative Team: Sagar Mahabaleshwarkar
Vijay Simha Vellanki
Account Management: Aarti Malhotra
Account Planning: Ayan Banik
Director (of the TVC): Rajesh Saathi
Exécutive Producer: Harish Nambiar
Production House: Keroscene Films
TVC Details: One film
Working title of film: Cave men
Duration: 30 secs
Campaign breaks as of: July 26, 2016