MTS Internet Baby returns

Creativeland has conceptualised the latest integrated campaign for MTS Homespot Instant WiFi

BestMediaInfo Bureau | Delhi | February 18, 2015

Click on the image to watch the TVC.

Yet again, the latest commercial by MTS India is a prequel and not so subtle assertion that digital natives will require internet data in a revolutionary way. Last year, the 'MTS Internet Baby' drew 30 million eyeballs on YouTube alone. One reason for this was the truth it unabashedly told – for kids and digital natives, Internet connectivity is more than a want, it is a need.

Amitesh Rao

Amitesh Rao, Director - Brand & Media, MTS India, remarked, “After the phenomenal success of 'Born for the Internet' campaign launched last year and looking at the overall response, we knew that consumers strongly connect with the MTS Internet Baby. So, we wanted to continue building on this brand proposition and expand the market place.” He further said, “As the name suggests, the Homespot Instant WiFi provides plug and play access to multiple Internet users simultaneously. This launch marks a strategic shift in focus for MTS from being primarily a dongle driven data company to a WiFi solutions provider.”

Sajan Raj Kurup

Speaking about the thought behind the campaign, Sajan Raj Kurup, Founder and Creative Chairman, Creativeland Asia, said, “In this campaign, the MTS Internet Baby personifies the ever demanding Internet generation that see WiFi as a basic necessity, just like food and shelter. Creatively, we planned it like a prequel to our last year's most talked about MTS Baby TVC and set it from a time before he was born.”

The commercial opens with a mother, doctor and nurse in a birthing room, all waiting for labour pain when suddenly, 'poof', and the baby bump vanishes. Everyone in the room is amazed. Next, a pram rolls amidst heaven and stops in front of an occupied God. The baby starts to reason with God about the cruelty of sending him into a home that is not set up for WiFi. The baby argues 'God is toying with his future'. He exclaims, 'No WiFi! No Go!'

There is a sudden satirical change where God appears as a salesman for MTS Homespot Instant WiFi. He enlists the many benefits of the product. This is when the baby feels convinced to be born. The commercial ends with the baby asking his parents for the WiFi password.

The integrated campaign was launched during the India-Pakistan World Cup Cricket 2015 match via a television commercial and is supported by print, radio and digital. A teaser campaign was launched on February 12, 2015 through Twitter.

The commercial is produced by Earlyman Films.

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

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