Hutch seems to have moved away from the popular pug for its new campaign, for its latest offering ‘SML’ (Small, Medium, Large) talk plans. The campaign, devised by O&M, has five different commercials showcasing the features of the new SML Talk plans available.
Among them, the ‘kids’ ad featuring three kids presenting the topic ‘My Pet’ stands out for the kids’ innocence. Just as in the other ads in the campaign, the creative attempts to put across the various packages available through the SML Talk plans by illustrating the length of each characters’ conversations.
The brief was to create a campaign that communicated the concept of ‘simple selection of tariff plans’. The creative team, headed by O&M’s Rajeev Rao, thought of “putting it directly”. He said, “The idea of ‘Small-Medium-Large’ just fell in to place. As we had decided to provide a direct approach, we went ahead with the same communication expressing the same thought in different manners.”
The other four ads in the series include ‘Café’, ‘Daughter’, ‘Direction’ and ‘Salon’. All the ads in the campaign try to communicate the same thought of simpler selection of tariff plans in a humorous manner and have been able to achieve it with considerable success.