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MTS targets ‘internet generation’ with Canvas Blaze

The launch campaign for the smartphone, conceptualised by Creativeland Asia, engages with the ‘smartass’ behavioural code of this generation

BestMediaInfo Bureau | Mumbai | January 6, 2014

mts-canvas-tvc Click on the image to watch the TVC.

Sistema Shyam TeleServices (SSTL), which provides telecom services under the MTS brand, recently announced the launch of Canvas Blaze, a Dual SIM CDMA + GSM smartphone preloaded with data and voice benefits for six months. Creativeland Asia has conceptualised the communication campaign of Canvas Blaze Dual SIM for television, press and digital media.

The campaign is targeted at young smartphone users and intenders who see technology as their oxygen. ‘The Internet Generation’, as Creativeland has branded them in this campaign, believes that their power comes from their connections and, therefore, increasingly spends more and more time online. They constantly hanker for connectivity and speed. These youngsters have a sense of entitlement that makes them not just ‘smart’ but ‘smartass’.

And that's exactly what this phone is. This campaign is an ode to this emerging behavioural code.

The TVC is a rousing film that has a mix of bold cast, an energetic soundtrack and most importantly, a voiceover that captures the ideology of the ‘Internet Generation’.  The film opens with a young man making a bold statement: “It’s all about me.” He goes on to talk about the various reasons he is online like networking with friends and friends-of-friends, constantly updating himself with information about people and facts, and spending time searching and stumbling. The film ends on a galvanizing note. The VO concludes: “For all the worldwide web is a stage. And, this is my show. Introducing Canvas Blaze, preloaded with MTS Blaze internet. It’s a smartass phone for the Internet Generation.”

Sajan RaJ Kurup, Founder and Creative Chairman, Creativeland Asia, explained, “The film is an eclectic character-sketch of an emerging behaviour code we call the ‘Internet Generation’. The film is a first step towards establishing MTS as the network designed for a whole generation that uses a phone as everything but a just phone.”

Leonid Musatov, Chief Marketing & Sales Officer, MTS India, added, “We at MTS believe in constantly engaging our customers with exciting products and services. As part of the same endeavour, we have launched Canvas Blaze in partnership with Micromax. An exciting Dual SIM, CDMA + GSM smartphone, Canvas Blaze comes packed with data and voice benefits for six months. The launch of Canvas Blaze is supported by an integrated communication campaign including TVCs, print and social and other below the line activities.”

The film has been directed by Bharat Sikka.

The TVC:

[youtube] [/youtube]

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