There may still be some time before 3G services are rolled out in India, but BSNL is wasting no time in promoting its 3G service and gain the first mover’s advantage and has come up with a new TVC for this. PerceptH is the agency behind the TVC, which has been directed by Abhishek Kapoor and produced by Film Farm.
Commenting on the campaign, S Suresh, AVP, PerceptH, said, “There are two TVCs, one titled ‘Transformation’, which is based on the insight that everybody wants to be the most happening person, and just because one is from a small place, one does not need to restrict one’s ambitions. Therefore, we came up with the idea to project BSNL 3G as the power to completely transform one’s life from non-happening to happening. We did it by positioning BSNL 3G as ‘smart connectivity’, using day-to-day situations covering personal and office life of an average Joe.”
He further said that the brief was to establish BSNL 3G service as the fastest service, in a way that was relatable to both the non-metro and metro TG. The task was to establish BSNL 3G services as a ‘dream come true’ product and the idea was to capture three key attributes – aspirations, dream big and achiever.
Since BSNL has large non-metro audience, the concept of ‘fast and smart’ needed to be conveyed in a way that was relatable to the TG and at the same time was aspirational, Suresh added. Model and actress Deepika Padukone was used as the solution provider in the communication. She had also been used as the face of the new and fast India and added a lot of credibility and value to an already strong message, Suresh further said.
“The other TVC, ‘Lightening fast’, is based on a bigger ‘India’ platform. It underlines BSNL as the only telecom company that is pan-India, synergising with its baseline ‘Connecting India’,” Suresh said. In this film, BSNL 3G was pitched as a service for the young, dynamic India which is moving ahead at great speed. It salutes the spirit of the dynamic India and in providing a service that complements this spirit.
In its execution, tonality and style, both the TVCs are very unlike a PSU film, and prepares the platform for BSNL to take the private telecom companies head on.
On the conceptualisation of the ad, Suresh said, “We identified the communication objective as two-fold: BSNL 3G service as the image driver for BSNL and a hard sell for the service. Therefore, the conceptualisation was done at two levels, one film for each objective, and at the same time keeping in mind the sensitivities of very diverse TG.”
“We have taken a 360 degree approach only in shop merchandising and press,” he added.
The people behind the ads include Amitava Mitra, Director; S Suresh, AVP; Anjum, Assistant Director; Suman, Creative Director; and Ronnie, Assistant Creative Director.