DDB Mudra North and Aircel have created an ad campaign, ‘See You Online Ba!’, to promote Aircel’s latest offering- ‘Free Basic Internet’. With Free Basic Internet, Aircel intends to share more internet accessibility with users, enabling them to access their favourite applications such as WhatsApp and Facebook besides other daily use applications.
With an intent to inform the users this offering, DDB Mudra North crafted ‘See You Online Ba!’, a fun-toned ad campaign which portrays a world where people no longer need to meet physically or ‘offline' since everyone is ‘online’. A complete 360 degree pan-India campaign led by television, digital media and on-ground visibility, ‘See You Online Ba!’ captures a montage of people from all walks of life using internet, more often than usual.
The TVC explains how Free Basic Internet makes online world the preferred place to meet, by showcasing people who aren’t usually expected to be on the internet (e.g., a house help). Styled with rap-ish style lyrics spiked with dialogues, against a catchy background score, the TVCs portray many relatable, quirky moments which often do find a space in a common man’s daily life.
The film has been released in 7 languages including Hindi all across India
Anupam Vasudev, Chief Marketing Officer, Aircel, said, “Even though we see a burgeoning population of mobile internet users in India, there’s still a large number of Indians who haven’t yet experienced the world of internet on mobile. With the boom in online avenues today that make lives easier for millions of people, we, at Aircel, saw a clear need for pushing the envelope on making the internet available for all, thereby fueling mobile internet adoption. Aircel’s initiative of offering free basic internet is a natural extension of this intent, and we’re truly delighted to have the creative powerhouse DDB Mudra translate our message into a simplistic and meaningful ad campaign. We’re sure that the sticky ad campaign will appeal to many Indians and help us say louder, ‘See you online Ba!’ ”.
Sonal Dabral, Chairman and CCO, DDB Mudra Group said, “Free basic Internet by Aircel is a game changing offer. In its truest sense, it’s the democratization of the internet making the power of the net available to all. An incredible service like this needed an idea that did justice to its scale and importance. I’m really happy and excited that working closely with the marketing team at Aircel we were able to crack just that idea with “See you online Ba!”. The film is highly engaging and the slogan not just catchy and easy on the tongue but is sharply strategic too.”
On the campaign, Sambit Mohanty, Creative Head, DDB Mudra North said, “Free Basic Internet from Aircel is a first-of-its-kind offering that makes the power of the net available to every citizen and empowers the common man. Our creative idea 'See you online-ba’ imagines a world where people no longer need to meet physically or ‘offline' since everyone is ‘online’. With its fun jingle and tongue-in-cheek moments, I’m sure this campaign will be a memorable one."
Link to the ad film: