India is a nation dominated by prepaid users – 93 per cent of the mobile services market in India is skewed in favour of the prepaid consumer. Uninor has propagated its promise of providing value to the prepaid user through its new campaign platform ‘Pay less, talk more’.
The new campaign created by Leo Burnett Delhi highlights the irritation of constant recharge and how a lack of talk time can impede juicy conversations. With its affordable recharge plans, Uninor seeks to liberate the consumer from the cycle of constant recharge.
Amod Dani, Associate Executive Creative Director, Leo Burnett explained, “Uninor’s platform of ‘Pay less, talk more’ rides on affordable voice products and value based prepaid plans. Our new campaign is rooted in the human desire for juicy conversations. However, the need for constant recharge can be an obstruction for the same. We used the coin dropping pneumonic synonymous with PCO phones of earlier days to effectively bring alive the pains of repeated recharge.”
Elaborating on the concept of the campaign, KV Sridhar, NCD, Leo Burnett, said, “As Indians, we love to gossip. And any kind of interruption during a gossip session can be extremely frustrating. This is the life truth. And the only other thing people dislike more than incomplete gossip is to go and recharge their talk time, time and again. Consumers wish to enjoy longer conversations for the same amount of money. However, the product truth is that talk time needs constant recharging. Through the new Uninor campaign, we married both the product and life truth in an insightful and an entertaining manner.”
“Today, a consumer while buying a mobile connection has many options and it is important how we position our brand to grab consumer attention. Uninor is a pre-paid brand that makes calling more affordable for the common man. The new set of TVCs designed and conceived by Leo Burnett in a youthful insight communicates the proposition of how Uninor recharges last longer,” said Sharad Mehrotra, Chief of Brand & Sales, Uninor.
The Uninor team
Chief of Brand & Sales: Sharad Mehrotra
Head – Brand and Marcom: Arindam Sengupta
GM – Marketing: Samir Miglani
The Leo Burnett Team
National Creative Director: KV Sridhar (Pops)
Executive Director: Samir Gangahar
Assoc. Executive Creative Director: Amod Dani
Creative Director: Geetu Kashyap
Copywriter: Rohit Srivastava, Geetanjali Jaiswal
Art Directors: Umesh Rawool, Ambar Sharma
Business Unit Head: Shreekant Srinivasan
Brand Director: Manav Rai Ahuja
Brand Associates: Dipendra Rai, Rajat Gulati
Production House: Tubelight Films
Director: Prashant Issar (Sippy)