Conceptualised by Leo Burnett, the TVC has overtly relatable situations from day to day life woven to a lovely melody
BestMediaInfo Bureau | Delhi | August 16, 2012
Uninor has launched its new campaign with an insight that everyone seeks more in life and Uninor is the only brand that truly offers the consumers 'more'. Conceptualized by Leo Burnett, the campaign is currently on air and will be supplemented in outdoor and print media subsequently.
The idea to support the insight comes from our daily lives. We Indians have an inherent insatiable desire. We always want more, and never seem to be content. From a housewife who tosses extra vegetables into the basket while shopping, to a kid in a gully cricket match who always wants to bat an extra ball. Wanting more is true to us in our everyday life.
The campaign depicts this human truth by stringing together a myriad of such situations. Overtly relatable situations from day to day life wherein people want more are woven to a lovely melody in the TVC.
K.V. Sridhar, National Creative Director, Leo Burnett said, “The commercial is very insightful and truly showcases the brand's human purpose. All of us want more in life, and the situations nicely weave a story through various everyday situations to show our inner desire for the same. It is a very relatable space for the brand to be in, since Uninor does offer a lot more with its unique talk plans and a lot more savings with its incredibly low call rates.”
“The real challenge was to find interesting and relatable situations wherein the consumer could see herself. Our desire to want more is never-ending and if we always want more then why should we expect any different from our mobile service providers? That's where Uninor comes in, because Uninor means Zyaada!” added Amod Dani,Associate Executive Creative Director, Team Uninor.
“'Consumer Insight is key behind design of our offers, the aggressive pricing stance is a true reflection of what the consumers want! Uninor consistently launching voice products which are 'best in price' targeting the Mass Market.
Our proposition of “Pay Less, Talk More” is a true reflection of what the Indian consumer wants. The new campaign “Uninor Zayada” reinforces the extra value Uninor provides through its Unlimited On Net packs, Full talktime products and lowest STD calling which has struck really well with the Indian Youth,” said, Sharad Mehrotra, Chief of Brand & Sales, Uninor, India.
The TVC:
Credits
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)
Assoc. Executive Creative Director: Amod Dani
Creative Director: Timsy Gupta
Copywriter: Rohit Srivastava, Geetanjali Jaiswal
Art Directors: Umesh Rawool, Rajat Goel, Sudarshana B
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