BPL Mobile has recently unveiled a print campaign that looks at the worldview of a 13 year old as part of the mobile service provider’s campaign to celebrate 13 years in the business. The ad has been conceptualised by O&M Mumbai.
Elaborating on the campaign, Arif Ali, Head-Brand Communication, BPL Mobile, said, “As we enter the 13th year of our services, we understand both – the needs of mobile users, and the market trends – the best. Growing from strength to strength over the years, BPL Mobile has consistently faced the challenges of serving in Mumbai, the most competitive of all metro circles. The new campaign is to communicate our gratefulness to our subscribers.”
Ali further said, “The campaign depicts the emotions of a 13 year old boy. At this juncture of life, there are a lot of first experiences. Therefore, as we turn 13, I’m sure we have a lot to look forward to.”
Talking about the campaign, Ajit Nayar, Senior Creative Director, McCann Erickson, said, “As BPL completes 13 years of service, it is grateful to all its patrons. That was the creative brief given to us. Therefore, we integrated the 13th anniversary with the worldview of a 13 year old boy.”
The print ad depicts an adolescent boy leaning against a wall with a basketball tucked under one arm. The copy of the ad aptly describes the life of a 13 year old with the first summer camp, first musical concert, first online chat, first bungee jump, first diary, first mobile phone, first crush, first date, and first trek. ‘It’s good to be thirteen’, states the ad copy.