Multi-language Internet portal Webdunia.com has launched a national brand building campaign to achieve higher top of mind recall among Internet users in Indian languages. The campaign, that has been unveiled on Aaj Tak, will support the major makeover in the areas of technology that Webdunia has undergone in the last 12 months, as it aspires to be the country’s largest portal. Indore-headquartered agency-Srijan Advertising has created the TVC.
“The next big surge in Internet adoption and usage will come from those who are more comfortable communicating in Indian languages, even thought they know English. The Webdunia TV commercial assures an average Indian that all is not lost for him or her,” said Pankaj Jain, President and COO, Webdunia.
The 60-second TVC shows an English-speaking window shopper outside a jewellery showroom, in whose hands a murderer thrusts a pistol and runs away. The window shopper stutters before the police and the judge in English, and nobody is able to understand him. He is handed death sentence. Moments before facing the gallows, the window shopper says, ‘Mein bekasur hoon’, upon which the judge lets him free. The voice over brings home the point that communicating in one’s own language is easier and perhaps life saving in this case. The supers introduce www.webdunia.com as India’s largest portal in nine languages, with language email service, e-greetings and search.
The campaign will run over the next six weeks in Hindi before it gets on to a sustenance mode with 30-second and 10-second adaptations. Language adaptations will follow in regional channels.
“Communicating the uniqueness of Webdunia and its multi-lingual features –email, e-greetings and search – for diverse audiences was not simple for the creative team. We needed a simple symbolisation that would appeal across audiences in 11 languages. The commercial builds a drama that grips the viewers, and the use of three simple words leads to reversal of a death sentence, thus exploiting the power of the medium with ease,” explained Vijay Kalidhar, Head, Srijan Advertising.
Jain added that with its nine language portals, a majority of literate Indians could now view the latest news, sports, entertainment and astrology. The company will invest around $ 6-7 million in brand building over the next three years.