The new TVC has been conceptualised by Leo Burnett with the theme that consumers can enjoy 'uninterrupted conversations' through the telecom service provider's pre-paid plan
The new TVC has been conceptualised by Leo Burnett with the theme that consumers can enjoy 'uninterrupted conversations' through the telecom service provider's pre-paid plan
Neha Saraiya | Delhi | February 23, 2012
As a brand that makes calling more affordable for the common man, Uninor has launched a new campaign for its pre-paid consumers. Taking the theme of 'Uninor has the best price in voice plan', the brief to the creative agency, Leo Burnett, was to create a campaign that showed in an entertaining and youthful manner how the telecom company's recharges last longer.
Talking about the genesis of the campaign, Samir Miglani, GM - Marketing, Uninor, explained, “The pre-paid market in India is a high-churn market where price is the primary reason for consumers to change their operator, more so amongst the youth. Uninor is positioned as a brand for small town youth by coming across as a value-driven brand. Uninor addresses their need to talk more with limited means. So, the objective of the campaign is to communicate this benefit in a challenger tonality.”
The visual story brings out the hassle faced by the pre-paid consumers with frequent recharges. The set up is of a college wherein a student excitedly calls up his friend to share a gossip with her. While he is having a dialogue over the phone, the concept of 'freeze frame' sets in wherein the caller halts in the midst of the conversation. Annoyed at this interruption, the caller's friend drops a coin just like the old days STD booths. Next, the phenomena get repeated several times with the film ending with the message 'Pay less and talk more'.
On the ideation aspect, Amod Dani, Associate Executive Creative Director, Leo Burnett, said, “The Uninor team at Leo Burnett Delhi really toiled hard for this campaign. We had a bagful of routes that we kept aside before striking upon the freeze-frame concept. The frozen caller idea stemmed from a very simple insight: conversations stop as your balance becomes zero. And to recharge time and again is a pain. The coin dropping execution is an expression of the irritation that comes with constant recharging.”
The objective of the campaign is to own the price perception plank among consumers – that Uninor has the best price in voice plan. It also aims at improving brand preference among the consumers by escalating the brand in the list of top five brands.
The last campaign of Uninor broke in July 2011 to promote the telecom service provider's new tariff plan that offered a call rate of 2 paise per minute from Uninor to Uninor networks.
Speaking about the point of differentiation of the current campaign from the earlier campaigns, Manav Rai Ahuja, Brand Director, Leo Burnett, said, “This campaign is a considerable departure from the earlier films. The reality depicted in the earlier films is way more subdued now, and we have accentuated the humour in these films. The mnemonic of the coin dropping into the cell, reminiscent of the PCO era, is a new execution device. Such an execution was not integral to the earlier campaigns. However, we will continue to be deep rooted in human behaviour and our communication will always be true to life truths.”
The campaign was shot in Mumbai over two days. The post-production followed over the next three days. The agency has scheduled a 360-degree rollout for this campaign including radio, outdoor, on-ground activation and in-store retail merchandising. There is also a digital plan in place to augment the penetration of the campaign. Additionally, the high-decibel six-week campaign will run across 100 channels including GEC, news, movies, music and infotainment channels.
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