Videocon Mobile Services' new TVC, directed by Anurag Kashyap endorsed by Ritiesh Deshmukh

The campaign consists of a series of five ad films each highlighting five different products from Videocon Mobile Services. In each and every situation, at crucial moments, the recharge of the phone gets over, leaving Deshmukh hanging in mid-air in embarrassing, scary and anticipative situations. The brand intervenes at this stage, to deliver its message and offering through the tagline "Signal Mein Break, Plan Leke Dekh" convincing consumers that a smart move of taking the right plan from Videocon Mobile Services can make their life free from looking at the time and destination of call.

The 40 seconds commercials are crisp and peppered with humour ensuring high recall value.

According to experts, the campaign is a success as it identifies with its audience and the humour is added value. Deshmukh is a fresh face in the ad world and truly plays the versatile parts well.

The campaign is ideated by ad agency MWG TAG Ideation and directed by renowned filmmaker Anurag Kashyap.

Sunil Tandon, Chief Marketing Officer, Videocon Mobile Services said, "Customers who operate in the pre-paid segment are faced with the problem of being disconnected as they often fail to keep a tab on their reducing balance. The campaign thus emphasizes that a customer does not need to watch the meter ticking when they opt for "Unlimited Plan' highlighting the tariff strategy of going "Unlimited' and unrestricted with Videocon Mobile Services."

"The creative challenge was in conveying a simple product in an engaging manner within the ambit of a youth centric brand. We also wanted to break the clutter amongst the otherwise packed mobile services advertising and create a distinctive identity for Videocon Mobile Services," said Himanshu Saxena, Vice-President and General Manager, MWG TAG Ideation.

Commenting on why Ritiesh Deshmukh was chosen for the ad campaign Mr. Himanshu Saxena said "In order to make the ad memorable, it was imperative that the correct protagonist be identified. It was important that he be recognized, yet not over-exposed as some advertising faces tend to be. We looked for someone who had a great sense of comic timing while being a great actor and we zeroed in on Ritiesh Deshmukh who is not only a fantastic performer in front of the camera but also has an innate ability to carry of a comic sequence on his young shoulders alone. Moreover, Ritiesh has a great connect with the youth befitting the brand image of being youthful."

The campaign will spread across all mediums including Television, Print and Outdoor. The TVC will be aired on television channels including the leading General Entertainment Channels and channels across all Genres. The company will be spending close to Rs. 50 crore in advertising. | By Janees Antoo [janees(at)adgully.com]