Upgrading its telecom offering, BSNL has launched its 3G-enabled Blackberry service, which claims to offer a distinct edge over the competition. The company has come up with a new TVC to support the launch, which has been conceptualised by PerceptH. The sharp, fast-paced TVC features Olympian Abhinav Bindra as the protagonist. The film has been produced by Film Farm.
Commenting on the brief, S Suresh, AVP, PerceptH, said, “The brief was to launch the BSNL Blackberry in a way that it is perceived to be immediately at par with the competition, since other telecom companies are well established in this area.”
In today’s technology-wired scenario, innovations in telecom and communication are always sought after and anticipated by the consumers. The commercial showcases BSNL Blackberry as an integral part of a dynamic corporate executive, who requires a service that complements his fast paced, always on the move life. For him ‘instant’ is a way of life and he does not want any compromise on technology.
On the conceptualisation of the ad, Suresh said, “The TVC was conceptualised to encapsulate how BSNL Blackberry gives that ‘extra’ edge by being a constant partner and adding value to an executive’s life. For showcasing the ‘larger than life” persona of BSNL Blackberry, we needed someone who could represent the young, restless spirit of corporate India and who has an insatiable desire to take on the world ahead. Who better than Abhinav Bindra, a person who at his age has set standards for the world to see, and for India to appreciate and get inspired. He is the icon for the young, ambitious, “go-getter” generation. Abhinav Bindra seamlessly fit into the concept and added a lot of value to the TVC by bringing dynamism, attitude and edginess to it.”
“We have not taken a complete 360 degree approach, but only some specific BTL communication and press,” he added.
The people behind the ad include Amitava Mitra, Director Delhi; S Suresh, AVP; Anjum, Account Director; and Gaurav Behl, Creative Group Head.